 Marketing Research Essentials with SPSS, 6th Edition
ISBN: 978-0-470-13198-5
Paperback
544 pages
February 2007
US $125.95
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Chapter 1 Appendix A - Careers in Marketing Research
Chapter 1 Appendix B - Marketing Research Ethics
Chapter 2 - Problem Definition, Exploratory Research, and the Research Process
Chapter 3 - Secondary Data and Databases
Chapter 4 - Qualitative Research
Chapter 5 - Survey Research
Chapter 6 - Primary Data Collection: Observation
Chapter 7 - Primary Data Collection: Experimentation
Chapter 8 - The Concept of Measurement and Attitude Scales
Chapter 9 - Questionnaire Design
Chapter 10 - Basic Sampling Issues
Chapter 11 - Sample Size Determination
Chapter 12 - Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences
Chapter 13 - Bivariate Correlation and Regression
Chapter 14 - Communicating the Research Results and Managing Marketing Research
Appendix 1 - Statistical Tables
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