Revised edition of the author's Marketing research, c2010.
Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics.
New to This Edition Chapters have been significantly updated with newer and more recent business examples, and industry statistics Focuses on the current trends in marketing intelligence.
This book is a complete introduction to the power of R for marketing research practitioners.
Whatever your background, this book will help you become a better researcher and help your research come alive for others.
This book presents the most important and practically relevant quantitative models for marketing research.
This volume serves up a combination of broad questions, theoretical approaches, and manifold case studies to explore how people have sought to understand markets and thereby reduce risk, whether they have approached this challenge with a ...
Pearson's product moment correlation An approach called Pearson's product moment correlation is used with interval and ratio data (see Example 10.12). It produces the coefficient of correlation (R), which is a measure of the degree of ...
Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline.
That approach is the key in making a difference using market research. In this guide, author Anne Beall shares her unique procedure for conducting strategic market research.
Now in its Eighth Edition, Aaker, Kumar, and Day's Marketing Research shows when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective...