05631oam 2200733Ka 450 991078594440332120230721044307.01-136-42219-61-283-70967-80-203-05045-21-136-42212-9(CKB)2670000000269250(EBL)1046849(OCoLC)817887411(SSID)ssj0000756316(PQKBManifestationID)11438591(PQKBTitleCode)TC0000756316(PQKBWorkID)10750294(PQKB)10056106(MiAaPQ)EBC1046849(Au-PeEL)EBL1046849(CaPaEBR)ebr10619150(CaONFJC)MIL402217(OCoLC)762608041(OCoLC-P)762608041(FlBoTFG)9780203050453(OCoLC)1160568734(FINmELB)ELB134424(EXLCZ)99267000000026925020111123d2008 uy 0engurun||||a|a||txtccrThe marketing research guide /Robert E. Stevens [and others]2nd ed.London Routledge©2008London Routledge©20081 online resource (443 p.)"Transferred to digital printing 2008 by Routledge; published by Best Business Books, an imprint of Haworth Press."--Title page verso.0-7890-2417-9 0-7890-2416-0 Includes bibliographical references and index.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 DESIGNSSUMMARYWORKSHEET; 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 CollectionSOURCES 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; WORKSHEETChapter 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-TABULATIONADVANCED 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 INTERVIEWSTHE IMPORTANCE OF RELEVANT MARKET INFORMATIONGet 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 GuiMarketing researchMarketing research.658.8/3Stevens Robert E.1942-1465594Wrenn Bruce1465595Sherwood Philip K1465596Ruddick Morris E1465597OCoLC-POCoLC-PBOOK9910785944403321The marketing research guide3675692UNINA