"Global edition."

Includes index.

Chapter 1. Introduction to marketing research --
Chapter 2. The marketing research industry --
Chapter 3. The marketing research process and defining the problem and research objectives --
Chapter 4. Research design --
Chapter 5. Secondary data and packaged information --
Chapter 6. Qualitative research techniques --
Chapter 7. Evaluating survey data collection methods --
Chapter 8. Understanding measurement, developing questions, and designing the questionnaire --
Chapter 9. Selecting the sample --
Chapter 10. Determining the size of a sample --
Chapter 11. Dealing with fieldwork and data quality issues --
Chapter 12. Using descriptive analysis, performing population estimates, and testing hypotheses --
Chapter 13. Implementing basic differences tests --
Chapter 14. Making use of associations tests --
Chapter 15. Understanding regression analysis basics --
Chapter 16. The research report.

"The Eighth Edition of Marketing Research continues to provide students with a "nuts and bolts" introduction to the field of marketing research. Intended for students with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data. This new edition has been condensed and reorganized for a more streamlined approach. An integrated case study throughout the text helps students relate the material to the real world--and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies."--Pàgina web de l'editor.

College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management

Text in English