Essentials of Marketing Research 6th edition

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Category : Marketing

Table of Content:

1.The Role of Marketing Research.
2. Harnessing Big Data into Better Decisions.
3. The Marketing Research Process.
4. The Human Side of Marketing Research: Organizational and Ethical Issues.
5. Qualitative Research Tools.
6. Secondary Data Research in a Digital Age.
7. Survey Research.
8. Observation.
9. Conducting Marketing Experiments.
10. Measurement and Attitude Scaling.
11. Questionnaire Design.
12. Sampling Designs and Sampling Procedures.
13. Big Data Basics: Describing Samples and Population.
14. Basic Data Analysis.
15. Testing for Differences between Groups and for Predictive Relationships.
16. Communicating Research Results.
17. Beyond the Basics in Basic Data Analysis.
18. Advanced Topics in Linear Analytics.
19. Testing Hypotheses with GLM Procedures.
20. Introducing Multivariate Data Analysis.
21. Multivariate Data Analysis: Analytics with Interdependence Techniques.
22. Primer on Structural Equations Modeling.

Product Details:

Language: English
ISBN-10: 1305263472
ISBN-13: 978-1305263475
ISBN-13: 9781305263475

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