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Record Nr. |
UNINA9910462177303321 |
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Titolo |
The marketing research guide / / Robert E. Stevens [and others] |
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Pubbl/distr/stampa |
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London, : Routledge, ©2008 |
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ISBN |
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1-283-70967-8 |
0-203-05045-2 |
1-136-42212-9 |
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Edizione |
[2nd ed.] |
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Descrizione fisica |
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1 online resource (443 p.) |
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Altri autori (Persone) |
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StevensRobert E. <1942-> |
WrennBruce |
SherwoodPhilip K |
RuddickMorris E |
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Disciplina |
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Soggetti |
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Marketing research |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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"Transferred to digital printing 2008 by Routledge; published by Best Business Books, an imprint of Haworth Press."--Title page verso. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Cover; The Marketing Research Guide; Copyright; CONTENTS; Preface; Acknowledgments; Chapter 1 Introduction to Marketing Research; THE MARKETING DECISION ENVIRONMENT; MARKETING RESEARCH; MARKETING RESEARCH AND DECISION MAKING; STRATEGIC VERSUS TACTICAL INFORMATION NEEDS; RESEARCH FOR STRATEGIC DECISIONS; STEPS IN A MARKETING RESEARCH PROJECT; APPLICATIONS OF MARKETING RESEARCH; MARKETING INFORMATION SYSTEMS; SUMMARY; WORKSHEET; Chapter 2 Research Designs for Management Decisions; THE DECISION-MAKING PERSPECTIVE OF RESEARCH; THE RESEARCH DESIGN DECISION PROCESS; TYPES OF RESEARCH DESIGNS |
SUMMARYWORKSHEET; Chapter 3 Experimentation; WHAT IS EXPERIMENTATION?; TERMINOLOGY; VALIDITY AND EXPERIMENTATION; FIELD VERSUS LABORATORY EXPERIMENTS; EXPERIMENTAL DESIGN SYMBOLS; ETHICS AND EXPERIMENTATION; EXPERIMENTAL RESEARCH DESIGNS; LIMITATIONS OF CAUSAL RESEARCH; EX POST FACTO RESEARCH; TEST MARKETING; SUMMARY; WORKSHEET; Chapter 4 Measurement; WHAT IS TO BE MEASURED?; WHO IS TO BE MEASURED?; |
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HOW TO MEASURE WHAT NEEDS TO BE MEASURED; IMPROVING THE MEASUREMENT PROCESS; DEVELOPING VALID AND RELIABLE MEASUREMENT INSTRUMENTS; SUMMARY; WORKSHEET; Chapter 5 Introduction to Data Collection |
SOURCES OF DATATYPES OF DATA; SECONDARY DATA SOURCES; SECONDARY DATA SOURCES ON THE WORLD WIDE WEB; YOUR LOCAL LIBRARY; USES OF SECONDARY DATA; PRIMARY DATA; TYPES OF PRIMARY DATA; METHODS OF COLLECTING PRIMARY DATA; PROCEDURES OF THE COMMUNICATION METHOD; PERSONAL INTERVIEWING; TELEPHONE INTERVIEWING; MAIL SURVEYING; STRENGTHS AND WEAKNESSES OF COMMUNICATION METHODS; PROCEDURES OF THE OBSERVATION METHOD; SUMMARY; WORKSHEET; Chapter 6 Designing the Data-Gathering Instrument; GOALS OF A QUESTIONNAIRE; CLASSIFICATION OF QUESTIONS; STEPS IN DESIGNING A QUESTIONNAIRE; SUMMARY; WORKSHEET |
Chapter 7 Fielding the Data-Gathering InstrumentPLANNING; GUIDELINES FOR INTERVIEWERS; INTERVIEWING RELATIONSHIP; INTERVIEWING SITUATION; THE ACTUAL INTERVIEW; GENERAL RULES OF FIELDING A RESEARCH PROJECT; ERRORS IN DATA COLLECTION; TYPES OF NONSAMPLING ERRORS; SUMMARY; WORKSHEET; Chapter 8 Sampling Methods and Sample Size; WHAT IS SAMPLING?; SAMPLING DECISION MODEL; WHAT IS A "SIGNIFICANT" STATISTICALLY SIGNIFICANT DIFFERENCE?; SUMMARY; WORKSHEET; Chapter 9 Analyzing and Interpreting Data for Decisions; FROM DATA TO DECISIONS; DATA SUMMARY METHODS; CROSS-TABULATION |
ADVANCED ANALYTICAL TECHNIQUESSUMMARY; WORKSHEET; Chapter 10 Advanced Data Analysis; MARKETING RESEARCH AND STATISTICAL ANALYSIS; HYPOTHESIS TESTING; MEASURES OF ASSOCIATION; SUMMARY; WORKSHEET; Chapter 11 The Research Report; TYPES OF WRITTEN REPORTS; REPORT FORMAT; ORAL REPORTS; PRESENTING STATISTICAL DATA; SUMMARY; WORKSHEET; Chapter 12 Industrial and International Market Research; INDUSTRIAL MARKET RESEARCH; APPROACHING THE INDUSTRIAL MARKET RESEARCH PROJECT; INTERNATIONAL MARKET RESEARCH; SURVEY DATA-GATHERING METHODOLOGY DECISIONS; TYPES OF INTERVIEWS |
THE IMPORTANCE OF RELEVANT MARKET INFORMATION |
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Sommario/riassunto |
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Get the tools you need for effective market research?including Internet surveys!The Marketing Research Guide: Second Edition is the newest edition of the Haworth marketing research classic that now includes Internet sources of data, Internet surveys, and an added advanced statistical analysis chapter. Step-by-step instructions take practitioners through the entire marketing research process. Worksheets, sample proposals, questionnaires, and a copy of a final report foster complete understanding of the tools and techniques of marketing research.The Marketing Research Gui |
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2. |
Record Nr. |
UNINA9910714184903321 |
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Autore |
Rossiter Walter J., Jr. |
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Titolo |
Performance of tape-bonded seams of EPDM membranes : effect of material and application factors on peel creep-rupture response / / Walter J. Rossiter Jr., Mark G. Vangel, Kevin M. Kraft, James J. Filliben |
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Pubbl/distr/stampa |
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Gaithersburg, MD : , : U.S. Dept. of Commerce, National Institute of Standards and Technology, , 1997 |
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Descrizione fisica |
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Collana |
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NIST building science series ; ; 176 |
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Altri autori (Persone) |
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FillibenJames J |
KraftKevin M |
RossiterWalter J., Jr. |
VangelMark G |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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1997. |
Contributed record: Metadata reviewed, not verified. Some fields updated by batch processes. |
Title from PDF title page. |
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Nota di bibliografia |
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Includes bibliographical references. |
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