Test Bank Marketing Research 5th Edition by Steve DAlessandro
$24.99
Test Bank Marketing Research 5th Edition by Steve DAlessandro
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Format: Downloadable ZIP Fille
Resource Type: Test Bank (Testbank Files)
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Product Description
Test Bank Marketing Research 5th Edition by Steve DAlessandro
Marketing Research, 5e gives you the knowledge and skills you need to successfully undertake marketing research. It combines theory with a practical, step-by-step approach. The text uses local and international examples, data sets and case studies to explain traditional marketing research methods, and also examines new theories and techniques as well as emerging industry practices. This text is essential if you are studying marketing research in any business or marketing course.
ISBN-10 : 0170292606
ISBN-13 : 978-0170292603
ISBN-13: 9780170438964, ISBN-13: 9780170293570
Steve D’Alessandro, Hume Winzar, Ben Lowe, Barry J. Babin, William Zikmund
Table of Contents
1. The Role of Marketing Research and the Research Process
2. Problem Definition and the Research Process
3. Qualitative Research
4. Secondary Research and Big Data
5. Survey Research
6. Observation
7. Experimental Research and Test Marketing
8. Measurement
9. Questionnaire Design
10. Sampling: Sample Design and Sample Size
11. Data Preparation
12. Univariate Statistical Analysis: A Recap of Inferential Statistics
13. Bivariate Statistical Analysis: Tests of Differences
14. Bivariate Statistical Analysis: Tests of Association
15. Multivariate Statistical Analysis
16. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-up