MARKETING RESEARCH : Instructor's Manual /
Our approach is to teach the fundamentals of marketing research. Consequently, the text is geared to what we believe is the level of the typical undergraduate business student. Our presentation is written from an intuitive perspective, and we use examples and situations consistent with undergraduate...
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| Format: | text |
| Language: | eng |
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Upper Saddle River, N.J. : Prentice Hall,
2003
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| _version_ | 1796762333345742848 |
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| author | Burns, Alvin C., author 181733 Bush, Ronald F., author 181741 |
| author_facet | Burns, Alvin C., author 181733 Bush, Ronald F., author 181741 |
| author_sort | Burns, Alvin C., author 181733 |
| collection | OCEAN |
| description | Our approach is to teach the fundamentals of marketing research. Consequently, the text is geared to what we believe is the level of the typical undergraduate business student. Our presentation is written from an intuitive perspective, and we use examples and situations consistent with undergraduate students' experiences. The emphasis is on comprehension and application of basic elements of marketing research. As can be seen in our list of strengths for the Fourth Edition, we have greatly increased coverage of online research applications as this is the direction in which the research industry is rushing at great speed. Our basic philosophy is that marketing research should be regarded as an essential tool in everyday marketing decision making. Technology (e.g ., communications systems and personal computers) and trends in marketing research (e.g ., single source data, syndicated databases, and off-the-shelf software) are converging to make what was previously specialized and unique information now commonplace. We believe that in order to cope with today's and to succeed in tomorrow's business decision-making environment, students must cultivate an attitude that marketing research is not mysterious, nor is it for the privileged few. Rather, they should regard marketing research information as normal, everyday decision input. Further, they must appreciate the online aspects of marketing research as they are becoming standard research practice. |
| first_indexed | 2024-03-05T16:39:20Z |
| format | text |
| id | KOHA-OAI-TEST:591216 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-03-05T16:39:20Z |
| publishDate | 2003 |
| publisher | Upper Saddle River, N.J. : Prentice Hall, |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:5912162024-02-18T07:16:31ZMARKETING RESEARCH : Instructor's Manual / Burns, Alvin C., author 181733 Bush, Ronald F., author 181741 textUpper Saddle River, N.J. : Prentice Hall,2003©2003engOur approach is to teach the fundamentals of marketing research. Consequently, the text is geared to what we believe is the level of the typical undergraduate business student. Our presentation is written from an intuitive perspective, and we use examples and situations consistent with undergraduate students' experiences. The emphasis is on comprehension and application of basic elements of marketing research. As can be seen in our list of strengths for the Fourth Edition, we have greatly increased coverage of online research applications as this is the direction in which the research industry is rushing at great speed. Our basic philosophy is that marketing research should be regarded as an essential tool in everyday marketing decision making. Technology (e.g ., communications systems and personal computers) and trends in marketing research (e.g ., single source data, syndicated databases, and off-the-shelf software) are converging to make what was previously specialized and unique information now commonplace. We believe that in order to cope with today's and to succeed in tomorrow's business decision-making environment, students must cultivate an attitude that marketing research is not mysterious, nor is it for the privileged few. Rather, they should regard marketing research information as normal, everyday decision input. Further, they must appreciate the online aspects of marketing research as they are becoming standard research practice.Chapter 1 An Introduction to Marketing Research -- Chapter 2 The Marketing Research Process -- Chapter 3 The Marketing Research Industry -- Chapter 4 Defining the Problem and Determining Research Objectives -- Chapter 5 Research Design -- Chapter 6 Secondary Data and Online Information Databases -- Chapter 7 Standardized Information Sources -- Chapter 8 Observation, Focus Groups, and Other Qualitative Methods -- Chapter 9 Survey Data Collection Methods -- Chapter 10 Measurement in Marketing Research -- Chapter 11 Designing Data Collection Forms -- Chapter 12 Determining the Sample Plan -- Chapter 13 Determining the Size of a Sample -- Chapter 14 Data Collection in the Field, Nonresponse Error, and Questionnaire Screening -- Chapter 15 Basic Data Analysis: Descriptive Statistics -- Chapter 16 Generalizing A Sample's Findings To Its Population And Testing Hypotheses About Percents And Means -- Chapter 17 Testing for Differences Between Two Groups or Among More Than Two Groups -- Chapter 18 Determining and Interpreting Associations Among Variables -- Chapter 19 Predictive Analysis in Marketing Research -- Chapter 20 Preparing and Presenting the Research Results -- The SPSS Student Assistant Online.Our approach is to teach the fundamentals of marketing research. Consequently, the text is geared to what we believe is the level of the typical undergraduate business student. Our presentation is written from an intuitive perspective, and we use examples and situations consistent with undergraduate students' experiences. The emphasis is on comprehension and application of basic elements of marketing research. As can be seen in our list of strengths for the Fourth Edition, we have greatly increased coverage of online research applications as this is the direction in which the research industry is rushing at great speed. Our basic philosophy is that marketing research should be regarded as an essential tool in everyday marketing decision making. Technology (e.g ., communications systems and personal computers) and trends in marketing research (e.g ., single source data, syndicated databases, and off-the-shelf software) are converging to make what was previously specialized and unique information now commonplace. We believe that in order to cope with today's and to succeed in tomorrow's business decision-making environment, students must cultivate an attitude that marketing research is not mysterious, nor is it for the privileged few. Rather, they should regard marketing research information as normal, everyday decision input. Further, they must appreciate the online aspects of marketing research as they are becoming standard research practice.Mohaiminah Khayon;PSZ_JBSPSS for WindowsMarketing researchURN:ISBN:9780131011151 |
| spellingShingle | SPSS for Windows Marketing research Burns, Alvin C., author 181733 Bush, Ronald F., author 181741 MARKETING RESEARCH : Instructor's Manual / |
| title | MARKETING RESEARCH : Instructor's Manual / |
| title_full | MARKETING RESEARCH : Instructor's Manual / |
| title_fullStr | MARKETING RESEARCH : Instructor's Manual / |
| title_full_unstemmed | MARKETING RESEARCH : Instructor's Manual / |
| title_short | MARKETING RESEARCH : Instructor's Manual / |
| title_sort | marketing research instructor s manual |
| topic | SPSS for Windows Marketing research |
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