Marketing Research: Text and CasesTeach 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:
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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 |
379 | |
385 | |
Other editions - View all
Marketing Research: Text and Cases Bruce Wrenn,Robert E. Stevens,David L. Loudon Limited preview - 2007 |
Marketing Research: Text and Cases, Volume 1 W. Bruce Wrenn,Bruce Wrenn,David L. Loudon,Robert E. Stevens No preview available - 2002 |
Marketing Research: Text and Cases Bruce Wrenn,Robert E. Stevens,David L. Loudon No preview available - 2007 |
Common terms and phrases
advertising analysis analyze answer asked attitudes Bank behavior brand causal research Chapter cholesterol cluster sampling compact disc conducted consumers cross-tabulations customers Czech Republic data collection decision maker descriptive research determine develop discussion egg substitutes example experimental exploratory research FIGURE focus group hypotheses identify important income interest internal validity Internet interval interval scale involved Juan Carlos marketing research mean measure method nonprobability sample null hypothesis observation percentages personal interviews plastic extrusion population primary data primary financial institution programs purchase questionnaire relationship research design research firm research objectives research questions respondents restaurant River Pines sampling frame scale secondary data selected specific SPSS statistical Step stratified sample sumers survey Table target techniques telephone test markets tion Topiary types users validity variables Yes1 No2