![Marketing Research – Fifth Edition [5E], Global Edition](https://dez1v4fbcawql.cloudfront.net/product_thumb/2227962/11345817/6249eaa85f71a.jpg)
Marketing Research – Fifth Edition [5E], Global Edition
Häftad bok. Cengage Learning. 5 uppl. 2020.
Nyskick.
Table of contents:
Part 1: Introduction to the research process
1. The role of marketing research and the research process
Part 2: Defining the problem
2. Problem definition and the research process
Part 3: Planning the research design
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
Part 4: Planning the sample
10. Sampling: sample design and sample size
Part 5: Collecting the data
11. Data preparation
Part 6: Analysing the data
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
Part 7: Formulating conclusions and writing the final report
16. Communicating research results: research report, oral presentation and research follow-up
