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Marketing Research, Global Edition

Course Codes : MKT00106, MRKT19038

Marketing Research, Global Edition

ISBN 9781292153261
Edition 8
Publication Date
Publisher Pearson Education
Author(s)
Overview
Introduction to Marketing Research The Marketing Research Industry The Marketing Research Process and Defining the Problem and Research Objectives Research Design Secondary Data and Packaged Information Qualitative Research Techniques Evaluating Survey Data Collection Methods Understanding Measurement, Developing Questions, and Designing the Questionnaire Selecting the Sample Determining the Size of a Sample Dealing with Field Work and Data Quality Issues Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses Implementing Basic Differences Tests Making Use of Associations Tests Understanding Regression Analysis Basics The Research Report

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