Essentials of Marketing Research: Part II
Publisher: Bookboon.com
Published: 2013
ISBN-13: 9788776815738
Table of contents: title: Content; title: 1. Measurement and scaling; title: 1.1. Chapter summary; title: 1.2. Importance of measurement and scaling in marketing research; title: 1.3. Scales of measurement: fundamental properties; title: 1.4. Primary scales of measurement; title: 1.5. Comparative and non-comparative scaling; title: 1.6. Comparative scaling techniques; title: 1.7. Non-comparative scaling; title: 1.8. Selecting an appropriate scale; title: 1.9. Scale evaluation; title: 1.10. Conclusion; title: 2. Questionnaire design; title: 2.1. Chapter summary; title: 2.2. Significance of questionnaire building; title: 2.3. Process of questionnaire design; title: 2.4. Conclusion; title: 3. Data preparation and preliminary data analysis; title: 3.1. Chapter summary; title: 3.2. Survey fieldwork and data collection; title: 3.3. Nature and scope of data preparation; title: 3.4. Preliminary data analysis; title: 3.5. Assessing for normality and outliers; title: 3.6. Hypothesis testing; title: 3.7. Conclusion; title: 4. Report preparation and presentation; title: 4.1. Chapter summary; title: 4.2. Importance of marketing research report; title: 4.3. Reporting the results: key issues to remember; title: 4.4. Generic marketing research report; title: 4.5. What not to do when writing reports; title: 4.6. Report presentation; title: 4.7. Conclusion; title: 5. References