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Marketing research: text and cases

Author: Wrenn, Bruce ; Stevens, Robert E. ; Loudon, David L.Publisher: Best Business Books, 2007.Edition: 2nd ed.Language: EnglishDescription: 464 p. ; 22 p.ISBN: 0789027461Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.2 .W74 2007
(Browse shelf)
001210073
Available 001210073
Total holds: 0

Includes bibliographical references and index

Digitized

Marketing Research Texts and Cases Contents Acknowledgments Chapter 1. Introduction to Marketing Research The Marketing-Decision Environment Marketing Research Marketing Research and Decision Making Strategic versus Tactical Information Needs The Nature of Marketing Research Steps in a Marketing Research Project Marketing Information Systems Summary Discussion Questions Chapter 2. Research Designs for Management Decision Making Types of Research Designs Exploratory Research Descriptive Research Causal Research Experimentation Exploratory, Descriptive, or Causal Observation Dangers of Defining Design by Technique Summary Discussion Questions Chapter 3. Secondary Data Uses of Secondary Data Advantages of Secondary Data Disadvantages of Secondary Data Secondary Data Sources Summary Discussion Questions xi 1 1 2 3 6 7 13 28 28 28 31 31 34 43 50 53 67 68 69 70 71 71 72 73 73 87 88 Chapter 4. Primary Data Collection Sources of Primary Data Types of Primary Data Methods of Collecting Primary Data Communication Methods Survey Methods Observation Methods Summary Discussion Questions Chapter 5. Measurement Introduction The Process of Measurement What Is to Be Measured? Who Is to Be Measured? How to Measure What Needs to Be Measured Assessing Reliability and Validity of Our Measures Measuring Psychological Variables Summary Discussion Questions Chapter 6. Designing the Data-Gathering Instrument Goals of a Questionnaire Classification of Questions Designing a Questionnaire Summary Discussion Questions Chapter 7. Sampling Methods and Sample Size What Is Sampling? Why Sampling? Sampling Error, Sample Bias, and Non-Sampling Error Sampling Decision Model Nonstatistical Determination of Sample Size What Is a "Significant" Statistically Significant Difference? Summary Discussion Questions 89 90 90 94 96 107 119 120 121 123 123 125 132 134 135 137 143 155 156 157 159 162 165 173 174 175 175 176 177 178 192 195 196 196 Chapter 8. Fielding the Data-Gathering Instrument Planning Guidelines for Interviewers Types of Interviews The Interviewing Relationship The Interviewing Situation The Actual Interview Fielding a Research Project Errors in Data Collection Types of Non-Sampling Errors Summary Discussion Questions Chapter 9. Analyzing and Interpreting Data for Decisions From Data to Decisions Data Summary Methods Cross-Tabulation Advanced Analytical Techniques Summary Discussion Questions Chapter 10. Advanced Data Analysis Marketing Research and Statistical Analysis Hypothesis Testing Measures of Association Summary Discussion Questions Chapter 11. The Research Report Introduction Report Format Guidelines for the Written Report Oral Reports Summary Discussion Questions 197 197 198 199 201 202 204 208 214 215 219 220 221 222 226 232 241 242 243 245 245 247 255 264 264 265 265 266 295 302 305 305 CASES Case 1. Lone Pine Kennel Club Case 2. Select Hotels of North America Case 3. River Pines School: A Case 4. River Pines School: B Case 5. Gary Branch, CPA Case 6. Juan Carlos' Mexican Restaurant Case 7. Usedcars.com Case 8. Welcome Home Church Case 9. The Learning Source Case 10. Madison County Country Club Case 11. Plasco, Inc. Case 12. St. John's School Case 13. The Webmasters Case 14. House of Topiary Case 15. Professional Home Inspection Case 16. Europska Databanka Case 17. Northside Chiropractic Services Case 18. Internet versus Mail Surveys Case 19. Louisiana Purchase Gardens and Zoo Case 20. Mac's Sausage Company Case 21. The OnLine Marketplace Case 22. Victorian Rose Gift and Flower Shop Notes Index 309 311 315 319 325 333 341 351 357 363 369 375 381 387 391 401 413 419 425 433 439 445 451 457

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