Marketing Research, 5e gives you the knowledge and skills you need to successfully undertake marketing research. It combines theory with a practical, step-by-step approach. The text uses local and international examples, data sets and case studies to explain traditional marketing research methods, and also examines new theories and techniques as well as emerging industry practices. This text is essential if you're studying marketing research in any business or marketing course.

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Cengage Learning EMEA

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Index

Title
Copyright
Brief Contents
Contents
Guide to the text
Guide to the online resources
Preface
Acknowledgements
About the Authors
Chapter 1: The role of marketing research and the research process
Chapter 2: Problem definition and the research process
Chapter 3: Qualitative research
Chapter 4: Secondary research and big data
Chapter 5: Survey research
Chapter 6: Observation
Chapter 7: Experimental research and test marketing
Chapter 8: Measurement
Chapter 9: Questionnaire design
Chapter 10: Sampling: Sample design and sample size
Chapter 11: Data preparation
Chapter 12: Univariate statistical analysis:A recap of inferential statistics
Chapter 13: Bivariate statistical analysis:Tests of differences
Chapter 14: Bivariate statistical analysis: Tests of association
Chapter 15: Multivariate statistical analysis
Chapter 16: Communicating research results: Research report, oral presentation and research follow-up
APPENDIX A Statistical Tables
Glossary
Index

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Yes, you can access Marketing Research by Steve D'Alessandro,Steve D'Alessandro, Hume Winzar, Ben Lowe, Barry Babin in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.

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