Marketing Research: An Applied Orientation
Presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the book reflects current trends in international marketing, ethics, and the integration of microcomputers and mainframes. It strives to build on the success of the first edition by being current, contemporary, illustrative and user-friendly.
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INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING
Importance of Defining the Problem
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advertising analysis of variance analyzed ANOVA Arby's association attitudes behavior brand Chapter client cluster coefficient conducted conjoint analysis consumers correlation customers data analysis data collection databases decision defined department store patronage determine developed discriminant analysis discussed distribution effect error estimated ethical evaluation example factor analysis firms focus groups households identified important independent variables industry international marketing research interviews involved Journal of Marketing Market Research Society market share marketing research problem marketing research process mean measure methods microcomputers multidimensional scaling null hypothesis observation obtained panels population preference procedure purchase qualitative research questionnaire regression research design Research in Practice respondents sample SAS Institute scale secondary data segments selected significant specific standard statistical store patronage project sumers survey Table techniques telephone test market tion type I error users validity