Essentials of Marketing Research
Publisher: Bookboon.com
Published: 2013
ISBN-13: 9788776814113
Table of contents: title: Obsah; title: Introduction to marketing research: Scientific research approach and Problem definition; title: Introduction; title: Marketing Research; title: Scientific marketing research process; title: Defining a problem; title: What marketing research cannot do?; title: Conclusion; title: Exploratory research design; title: Chapter summary; title: Research design and its importance in research; title: Classification and differences between research designs; title: Exploratory research design; title: Conclusion; title: Conclusive research design; title: Chapter summary; title: Conclusive research design; title: Descriptive design; title: Causal design; title: Survey methods; title: Observation; title: Conclusion; title: Sampling; title: Chapter summary; title: Importance of sampling in marketing research; title: Sampling: basic constructs; title: Determining sample size; title: Classification of sampling techniques; title: Probability sampling techniques; title: Nonprobability sampling techniques; title: Selecting an appropriate sampling technique; title: Conclusion; title: Measurement and scaling; title: Chapter summary; title: Importance of measurement and scaling in marketing research; title: Scales of measurement: fundamental properties; title: Primary scales of measurement; title: Comparative and non-comparative scaling; title: Comparative scaling techniques; title: Non-comparative scaling; title: Selecting an appropriate scale; title: Scale evaluation; title: Conclusion; title: Questionnaire design; title: Chapter summary; title: Significance of questionnaire building; title: Process of questionnaire design; title: Conclusion; title: Data preparation and preliminary data analysis; title: Chapter summary; title: Survey fieldwork and data collection; title: Nature and scope of data preparation; title: Preliminary data analysis; title: Assessing for normality and outliers; title: Hypothesis testing; title: Conclusion; title: Report preparation and presentation; title: Chapter summary; title: Importance of marketing research report; title: Reporting the results: key issues to remember; title: Generic marketing research report; title: What not to do when writing reports; title: Report presentation; title: Conclusion; title: References