Essentials of Marketing ResearchThomson/South-Western, 2007 - 414 pages Don't think of yourself as a student, think of yourself as a manager. ESSENTIALS OF MARKETING RESEARCH puts you in the driver's seat with the latest information on how to harness the design, collection, analysis, and reporting of data to enhance your company's profits. This is a perfect marketing textbook for acing the class and a dependable resource for the future. |
Contents
The Role of Marketing Research | 2 |
Research Snapshot HarleyDavidson Goes Abroad | 10 |
Research Snapshot Swifter or Swiffer? | 16 |
Copyright | |
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ACNielsen advertising AFLAC airline analysis answer areas asked attitudes basic behavior bias brand chapter concept conducted consumers customers databases decision decision support system demand characteristics dependent variable discussed distribution e-mail effect employees ethical example Exhibit experiment experimental treatment exploratory research firm focus group hypothesis identify interactive internal internal validity Internet Internet surveys involves Krispy Kreme managers marketing research mean measure nonprobability sampling observation participants percent performance personal interviews population potential problem procedures purchase qualitative research questionnaire questions random sampling error record represent research design research objectives research project respondents response rates retail sampling error scale secondary data selected semantic differential situation social desirability bias sources specific standard statistical subjects sumers survey research techniques telephone interviews television test-market validity