Marketing Research: An Applied OrientationMarketing Research: An Applied Orientation presents a comprehensive 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 Second Edition reflects current trends in international marketing, ethics, and the integration of microcomputers and mainframes. It strives to build on the enormous success of the first edition by being even more current, contemporary, illustrative and user-friendly. |
Contents
Chapter | 1 |
DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING | 33 |
Importance of Defining the Problem | 36 |
Copyright | |
55 other sections not shown
Common terms and phrases
advertising analysis of variance analyzed ANOVA Arby's association attitudes behavior brand Chapter classified client cluster coefficient conducted conjoint analysis consumers correlation customers data analysis data collection databases decision decision problem 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 project mean measure methods microcomputers multidimensional scaling Nike nonprobability sampling 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 survey Table techniques telephone test market tion validity