Marketing Research : Online Research Applications
by Burns, Alvin C.; Bush, Ronald F.Edition: 4th
Format: Hardcover
Pub. Date: 2002-12-01
Publisher(s): Prentice Hall
Other versions by this Author
List Price: $126.67
Rent Textbook
Select for Price
New Textbook
We're Sorry
Sold Out
Used Textbook
We're Sorry
Sold Out
eTextbook
We're Sorry
Not Available
How Marketplace Works:
- This item is offered by an independent seller and not shipped from our warehouse
- Item details like edition and cover design may differ from our description; see seller's comments before ordering.
- Sellers much confirm and ship within two business days; otherwise, the order will be cancelled and refunded.
- Marketplace purchases cannot be returned to eCampus.com. Contact the seller directly for inquiries; if no response within two days, contact customer service.
- Additional shipping costs apply to Marketplace purchases. Review shipping costs at checkout.
Summary
Now ranked the #1 selling Marketing Research book at the undergraduate level. Every copy includes SPSS Student Edition 11.0 on CD-ROM. An ISBN for Book without SPSS is available upon request. NEW - nearly every chapter includes coverage on how the Internet and new technologies are impacting research methods, for better and for worse. the authors also recruited a Blue Ribbon Panel of marketing research professionals. the Panel explores today's increasingly digital research environment from a practitioner's point of view.
Table of Contents
| An Introduction to Marketing Research | |
| The Marketing Research Process | |
| The Marketing Research Industry | |
| Defining the Problem and Determining Research Objectives | |
| Research Design | |
| Secondary Data and Online Information Databases | |
| Standardized Information Sources | |
| Observation, Focus Groups, and Other Qualitative Methods | |
| Survey Data Collection Methods | |
| Measurement in Marketing Research | |
| Questionnaire Design | |
| Determining the Sample Plan | |
| Determining the Size of a Sample | |
| Data Collection in the Field, Nonresponse Error, and Questionnaire Screening | |
| Basic Data Analysis: Descriptive Statistics | |
| Generalizing a Sample's Findings to Its Population and Testing Hypotheses about Percents and Means | |
| Testing for Differences Between Two Groups or Among More Than Two Groups | |
| Determining and Interpreting Associations Among Variables | |
| Predictive Analysis in Marketing Research | |
| Preparing and Presenting the Research Report | |
| Table of Contents provided by Publisher. All Rights Reserved. |
An electronic version of this book is available through VitalSource.
This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.
By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.
Digital License
You are licensing a digital product for a set duration. Durations are set forth in the product description, with "Lifetime" typically meaning five (5) years of online access and permanent download to a supported device. All licenses are non-transferable.
More details can be found here.
A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.
Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.
Please view the compatibility matrix prior to purchase.