Title Statements
- Full title :Exploring marketing research
Edition Statements
- Publication Date:2015
- Edition:Eleventh edition
Publication Statements
- Publisher(s):Cengage Learning
- Place of Publication:Boston, MA
- Language:eng
- Publication Date:2015
Notes
Previous edition: 2010.
Includes Internet access.
The Physical Object
- Description:xxix, 622 pages ; : 29 cm
Edition Identifiers
- ISBN:9781305263529, 1305263529
- oclc:ocn899704253
- LC Classification:HF5415.2
- Dewey Decimal:658.83
Table of Contents
Part one : Introduction. The role of marketing research -- Harnessing big data into better decisions -- The marketing research process -- The human side of marketing research : organizational and ethical issues -- Part two : Designing research studies. Qualitative research tools -- Secondary data research in a digital age -- Survey research -- Observation -- Conducting marketing experiments -- Part three : Measurement. Measurement and attitude scaling -- Questionnaire design -- Part four : Sampling and statistical theory. Sampling designs and sampling procedures -- Big data basics : describing samples and populations -- Part five : Basic data analytics. Basic data analysis -- Testing for differences between groups and for predictive relationships -- Communicating research results -- Part six : Marketing analytics tools. Beyond the basics in basic data analysis -- Advanced topics in linear analytics -- Testing hypotheses with GLM procedures -- Introducing multivariate data analysis -- Multivariate data analysis : analytics with interdependence techniques -- Primer on structural equations modeling -- Part seven : Comprehensive cases with computerized databases. Comprehensive cases -…
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