Marketing Research: Text and Cases

Front Cover
Teach students the power of marketing with effective research strategies!

This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing Research: Text and Cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully presenting results.

Marketing Research provides clear explanations of complex issues, including the interpretation of statistics. Its charts, graphs, figures, sample questionnaires, and case studies make important points easier to grasp. The practice cases (including an SPSS data disk) offer engaging real-world problems that test the student’s research and analysis skills.

Marketing Research offers all the course-planning extras you need, including:
  • thorough instructor’s manual
  • sample syllabus
  • research project tips, assignments, and forms
  • test bank with true-false and multiple choice questions
  • also available: 20-30 PowerPoint slides per chapter
Marketing Research is an ideal textbook for introductory marketing research courses, and its thorough course planning gives instructors the tools they need.
 

What people are saying - Write a review

User Review - Flag as inappropriate

classifying survey by degree structure and degree of disguise

User Review - Flag as inappropriate

mto importante - pag 6 teste de produto

Contents

III
1
IV
2
V
3
VI
6
VIII
12
IX
24
X
25
XI
27
LII
176
LIII
177
LIV
179
LV
180
LVI
181
LVII
183
LVIII
184
LIX
186

XII
30
XIII
37
XIV
44
XV
46
XVI
60
XVII
61
XVIII
62
XIX
63
XX
64
XXI
65
XXIII
78
XXIV
79
XXV
80
XXVII
84
XXVIII
86
XXIX
96
XXX
106
XXXI
107
XXXII
109
XXXIII
111
XXXIV
117
XXXV
119
XXXVI
121
XXXVII
127
XXXVIII
138
XXXIX
139
XL
141
XLI
143
XLII
147
XLIII
154
XLIV
157
XLV
158
XLVI
159
XLVII
160
XLVIII
163
XLIX
165
L
167
LI
168
LX
189
LXI
196
LXII
200
LXIII
201
LXIV
202
LXV
206
LXVI
212
LXVII
221
LXVIII
223
LXIX
224
LXX
233
LXXI
241
LXXII
243
LXXIII
244
LXXIV
269
LXXV
276
LXXVI
278
LXXVII
279
LXXVIII
280
LXXIX
281
LXXX
283
LXXXI
287
LXXXII
291
LXXXIII
297
LXXXIV
305
LXXXV
313
LXXXVI
321
LXXXVII
325
LXXXVIII
331
LXXXIX
337
XC
343
XCI
349
XCII
355
XCIII
359
XCIV
369
XCV
379
XCVI
385
Copyright

Other editions - View all

Common terms and phrases

Bibliographic information