An edition of Essentials of Marketing Research
(2013)
Essentials of Marketing Research
by Paurav Shukla
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Last edited by Alice Kirk
December 8, 2015 | History
Marketing research yields relevant, accurate, and timely information about consumers, and plays a critical role in managerial decision making. By putting marketing research results to creative use, firms can achieve and sustain a competitive advantage over their competitors.
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Publish Date
2013
Publisher
Bookboon
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Book Details
Table of Contents
Innhold
Introduction to marketing research: Scientific research approach and Problem definition
Introduction
Marketing Research
Scientific marketing research process
Defining a problem
What marketing research cannot do?
Conclusion
Exploratory research design
Chapter summary
Research design and its importance in research
Classification and differences between research designs
Exploratory research design
Conclusion
Conclusive research design
Chapter summary
Conclusive research design
Descriptive design
Causal design
Survey methods
Observation
Conclusion
Sampling
Chapter summary
Importance of sampling in marketing research
Sampling: basic constructs
Determining sample size
Classification of sampling techniques
Probability sampling techniques
Nonprobability sampling techniques
Selecting an appropriate sampling technique
Conclusion
Measurement and scaling
Chapter summary
Importance of measurement and scaling in marketing research
Scales of measurement: fundamental properties
Primary scales of measurement
Comparative and non-comparative scaling
Comparative scaling techniques
Non-comparative scaling
Selecting an appropriate scale
Scale evaluation
Conclusion
Questionnaire design
Chapter summary
Significance of questionnaire building
Process of questionnaire design
Conclusion
Data preparation and preliminary data analysis
Chapter summary
Survey fieldwork and data collection
Nature and scope of data preparation
Preliminary data analysis
Assessing for normality and outliers
Hypothesis testing
Conclusion
Report preparation and presentation
Chapter summary
Importance of marketing research report
Reporting the results: key issues to remember
Generic marketing research report
What not to do when writing reports
Report presentation
Conclusion
References
Edition Identifiers
Work Identifiers
Links outside Open Library
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| December 8, 2015 | Edited by Alice Kirk | Edited without comment. |
| December 8, 2015 | Created by Alice Kirk | Added new book. |