The marketing research guide / / Robert E. Stevens [and others]

• Record Nr.: UNINA9910785944403321
• Pubbl/distr/stampa: London, : Routledge, ©2008
• ISBN: 1-136-42219-6; 1-283-70967-8; 0-203-05045-2; 1-136-42212-9
• Edizione: [2nd ed.]
• Descrizione fisica: 1 online resource (443 p.)
• Altri autori (Persone): StevensRobert E. <1942->; WrennBruce; SherwoodPhilip K; RuddickMorris E
• Disciplina: 658.8/3
• Soggetti: Marketing research
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: "Transferred to digital printing 2008 by Routledge; published by Best Business Books, an imprint of Haworth Press."--Title page verso.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: 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?; ; 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
• Sommario/riassunto: 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