LEADER 05631oam 2200733Ka 450 001 9910785944403321 005 20230721044307.0 010 $a1-136-42219-6 010 $a1-283-70967-8 010 $a0-203-05045-2 010 $a1-136-42212-9 035 $a(CKB)2670000000269250 035 $a(EBL)1046849 035 $a(OCoLC)817887411 035 $a(SSID)ssj0000756316 035 $a(PQKBManifestationID)11438591 035 $a(PQKBTitleCode)TC0000756316 035 $a(PQKBWorkID)10750294 035 $a(PQKB)10056106 035 $a(MiAaPQ)EBC1046849 035 $a(Au-PeEL)EBL1046849 035 $a(CaPaEBR)ebr10619150 035 $a(CaONFJC)MIL402217 035 $a(OCoLC)762608041 035 $a(OCoLC-P)762608041 035 $a(FlBoTFG)9780203050453 035 $a(OCoLC)1160568734 035 $a(FINmELB)ELB134424 035 $a(EXLCZ)992670000000269250 100 $a20111123d2008 uy 0 101 0 $aeng 135 $aurun||||a|a|| 181 $ctxt 182 $cc 183 $acr 200 04$aThe marketing research guide /$fRobert E. Stevens [and others] 205 $a2nd ed. 210 $aLondon $cRoutledge$dİ2008 210 $aLondon $cRoutledge$dİ2008 215 $a1 online resource (443 p.) 300 $a"Transferred to digital printing 2008 by Routledge; published by Best Business Books, an imprint of Haworth Press."--Title page verso. 311 $a0-7890-2417-9 311 $a0-7890-2416-0 320 $aIncludes bibliographical references and index. 327 $aCover; 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 327 $aSUMMARYWORKSHEET; 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 327 $aSOURCES 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 327 $aChapter 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 327 $aADVANCED 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 327 $aTHE IMPORTANCE OF RELEVANT MARKET INFORMATION 330 $aGet 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 606 $aMarketing research 615 0$aMarketing research. 676 $a658.8/3 701 $aStevens$b Robert E.$f1942-$01465594 701 $aWrenn$b Bruce$01465595 701 $aSherwood$b Philip K$01465596 701 $aRuddick$b Morris E$01465597 801 0$bOCoLC-P 801 1$bOCoLC-P 906 $aBOOK 912 $a9910785944403321 996 $aThe marketing research guide$93675692 997 $aUNINA