Test Bank for Marketing Research 7th edition by Burns and Bush

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Test Bank for Marketing Research 7th edition by Burns and Bush

Test Bank for Marketing Research 7th edition by Burns and Bush

Directed primarily toward undergraduate marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.
Marketing Research gives readers a “nuts and bolts” understanding of marketing research and provides them with extensive information on how to use it. This text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts.

Table of Content:

1. The Nature of Marketing Research.
2. The Industry: Structure, Evaluation, and Ethics.
3. The Marketing Research Process.
4. Defining the Problem and Determining Research Objectives.
5. Research Design.
6. Secondary Data Sources.
7. Syndicated Services.
8. Observation, Focus Groups, and Other Qualitative Methods.
9. Survey Data Collection Methods.
10. Measurement in Marketing Research.
11. Designing Data Collection Forms.
12. Determining the Sample Plan.
13. Determining the Size of a Sample.
14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening.
15. Basic Data Analysis: Descriptive Statistics.
16. Inferring Sample Findings to the Population and Testing for Differences.
17. Determining and Interpreting Associations Between Two Variables.
18. Predictive Analysis in Marketing Research.
19. Presenting the Research Results.

Product Details:

  • Language: English
  • ISBN-10: 0133074676
  • ISBN-13: 978-0133074673
  • ISBN-13: 9780133074673

Author: Alvin C. Burns and Ronald F. Bush

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