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Testbank for Consumer Behavior: Building Marketing Strategy (8th Edition) by Alvin C. Burns

By: Alvin C. Burns , Ronald F. Bush
ISBN-10: 134167406
/ ISBN-13: 9780134167404

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Format: Downloadable ZIP Fille
Authors: Alvin C. Burns , Ronald F. Bush
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Description

Table of contents:

  1. Introduction to Marketing Research
  2. The Marketing Research Industry
  3. The Marketing Research Process and Defining the Problem and Research Objectives
  4. Research Design
  5. Secondary Data and Packaged Information
  6. Qualitative Research Techniques
  7. Evaluating Survey Data Collection Methods
  8. Understanding Measurement, Developing Questions, and Designing the Questionnaire
  9. Selecting the Sample
  10. Determining the Size of a Sample
  11. Dealing with Field Work and Data Quality Issues
  12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
  13. Implementing Basic Differences Tests
  14. Making Use of Associations Tests
  15. Understanding Regression Analysis Basics
  16. The Research Report

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