Marketing Research

Online Research Applications

Ronald F. Bush, Alvin C. Burns

642 pages, parution le 20/02/2004 (4^eme édition)

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Résumé

For the undergraduate course in Marketing Research.

This market-leading textbook returns with an abundance of new and updated exercises, coverage, and features. Most notable is a special emphasis on online marketing research. While traditional marketing research techniques have remained, online marketing research methods have bloomed. Online marketing research examples and applications have been infused throughout the text to help students understand how the Internet and new technologies have revolutionized the marketing research industry. A book cannot succeed on new features and topics alone. With every new edition, reviewers and adopters complement these authors for an approach that is innovative yet approachable and reliable. This text is written with the undergraduate student in mind. Exercises and cases have been checked for accuracy. Every book is packaged with SPSS-Student Edition on CD-ROM and SPSS material is integrated throughout the text.

L'auteur - Ronald F. Bush

Autres livres de Ronald F. Bush

Etudes et analyses marketing

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L'auteur - Alvin C. Burns

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Découvrir tous les livres de Alvin C. Burns

Sommaire

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 Samples 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

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Ronald F. Bush, Alvin C. Burns
Parution	20/02/2004
Édition	4^eme édition
Nb. de pages	642
Format	20 x 25,5
Couverture	Broché
Poids	1205g
Intérieur	Noir et Blanc
EAN13	9780131205406