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List Price: $216.53
Our Price: $154.56
Your Save: $ 61.97 ( 29% )
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Manufacturer: Prentice Hall
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Binding: Hardcover
EAN: 9780136027041
ISBN: 0136027040
Label: Prentice Hall
Manufacturer: Prentice Hall
Number Of Items: 1
Number Of Pages: 672
Publication Date: 2009-07-24
Publisher: Prentice Hall
Studio: Prentice Hall
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Editorial Reviews:
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A “nuts and bolts” understanding of marketing research and provides them with extensive information on how to use it.
Introducing Marketing Research; Explaining the Marketing Research Process; Describing Characteristics of the Marketing Research Industry; Defining the Problem and Determining Research Objectives; Understanding Research Design; Using Secondary Data and Online Information Databases; Comprehending Standardized Information Sources; Utilizing Exploratory and Qualitative Research Techniques; Evaluating Survey Data Collection Methods; Understanding Measurement in Marketing Research; Developing Questions and Designing the Questionnaire; Determining How to Select the Sample; Determining the Size of a Sample; Dealing with Field work and Data Quality Issues; Using Basic Descriptive Analysis; Performing Population Estimates and Hypothesis Tests; Implementing Basic Differences Tests; Making Use of Associations Tests; Understanding Regression Analysis Basics; Preparing the Research Report and Presentation
Written at a level first-time marketing research readers can understand, this text provides the basic fundamentals of the statistical procedures used to analyze data.
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