Description

Book Synopsis


Table of Contents
  • 1. Introduction to Marketing Research
  • 2. The Marketing Research Industry
  • 3. The Marketing Research Process and Defining the Problem and Research Objectives
  • 4. Research Design
  • 5. Secondary Data and Packaged Information
  • 6. Qualitative Research Techniques
  • 7. Evaluating Survey Data Collection Methods
  • 8. Understanding Measurement, Developing Questions, and Designing the Questionnaire
  • 9. Selecting the Sample
  • 10. Determining the Size of a Sample
  • 11. Dealing with Field Work and Data Quality Issues
  • 12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
  • 13. Implementing Basic Differences Tests
  • 14. Making Use of Associations Tests
  • 15. Understanding Regression Analysis Basics
  • 16. Communicating Insights

Marketing Research Global Edition

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    £71.99

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    Order before 4pm tomorrow for delivery by Wed 24 Jun 2026.

    A Paperback / softback by Alvin Burns, Ann Veeck

    4 in stock

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      View other formats and editions of Marketing Research Global Edition by Alvin Burns

      Publisher: Pearson Education Limited
      Publication Date: 18/11/2019
      ISBN13: 9781292318042, 978-1292318042
      ISBN10: 129231804X
      Also in:
      Business, Finance & Law Sales and marketing

      Description

      Book Synopsis


      Table of Contents
      • 1. Introduction to Marketing Research
      • 2. The Marketing Research Industry
      • 3. The Marketing Research Process and Defining the Problem and Research Objectives
      • 4. Research Design
      • 5. Secondary Data and Packaged Information
      • 6. Qualitative Research Techniques
      • 7. Evaluating Survey Data Collection Methods
      • 8. Understanding Measurement, Developing Questions, and Designing the Questionnaire
      • 9. Selecting the Sample
      • 10. Determining the Size of a Sample
      • 11. Dealing with Field Work and Data Quality Issues
      • 12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
      • 13. Implementing Basic Differences Tests
      • 14. Making Use of Associations Tests
      • 15. Understanding Regression Analysis Basics
      • 16. Communicating Insights

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