Test Bank Marketing Research Asia Pacific Edition 4th Edition by Steve DAlessandro
$24.99
Test Bank Marketing Research Asia Pacific Edition 4th 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 Asia Pacific Edition 4th Edition by Steve DAlessandro
This edition of “Marketing Research” continues to provide students with the essential knowledge and skills required to conduct successful marketing research. The book combines theoretical foundations with a practical, step-by-step approach to the marketing research process. It features a learning model that is reinforced throughout the text, helping students to apply concepts in real-world scenarios.
ISBN-10: 017036982X, ISBN-13: 9780170369824
Steve D’Alessandro, Ben Lowe, Hume Winzar, William Zikmund, Barry J. Babin
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 with 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. Editing and Coding: Transforming Raw Data into Information
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