The Marketing Research Guide

The Marketing Research Guide

Book - 2006
Rate this:
Get the tools you need for effective market research—including Internet surveys!

The Marketing Research Guide: Second Edition is the newest edition of the Haworth marketing research classic that now includes Internet sources of data, Internet surveys, and an added advanced statistical analysis chapter. Step-by-step instructions take practitioners through the entire marketing research process. Worksheets, sample proposals, questionnaires, and a copy of a final report foster complete understanding of the tools and techniques of marketing research.

The Marketing Research Guide: Second Edition contains the accessible writing, comprehensive coverage of major topics, and helpful supplementary materials that made this book the sought-after classic in 1997 that was chosen for Choice Magazine's 34th annual Outstanding Academic Books (OAB) list. Marketing professionals now have an updated, essential guide through the complete marketing research process for the twenty-first century. Techniques and concepts are clearly explained and illustrative of the role marketing information plays in decision-making. Descriptions of the major forecasting, sampling, and analysis techniques are designed for optimum understanding without the reader needing to posess advanced mathematical expertise. Appendices include sample questionnaires and a sample marketing research report.

The Marketing Research Guide: Second Edition provides practical information on:
Internet sources of data and Internet surveys
advanced statistical analysis
decision-making information, planning, and forecasting
test marketing
developing valid and reliable measurement instruments
data-collecting methods
designing a questionnaire
determining sampling frame and selecting sampling method
data-summary methods and research reports
mail survey design and mailing procedures
full product testing techniques and procedures

The Marketing Research Guide: Second Edition is an essential reference for anyone who needs to review or find illustrative marketing research procedures and techniques. Managers will find this source invaluable as they negotiate, evaluate, and use marketing research as part of the decision-making process.
Publisher: New York : Best Business Books, c2006
Edition: 2nd ed
ISBN: 9780789024176
0789024179
9780789024169
0789024160
Call Number: 658.83 M3416 2006
Characteristics: xv, 425 p. : ill. ; 22 cm
Additional Contributors: Stevens, Robert E. 1942-

Related Resources


Opinion

From the critics


Community Activity

Comment

Add a Comment

There are no comments for this title yet.

Age

Add Age Suitability

There are no ages for this title yet.

Summary

Add a Summary

There are no summaries for this title yet.

Notices

Add Notices

There are no notices for this title yet.

Quotes

Add a Quote

There are no quotes for this title yet.

Explore Further

Browse by Call Number

Recommendations

Subject Headings

  Loading...

Find it at SFPL

  Loading...
[]
[]
To Top