Essentials of Marketing Research: Part II
Publisher: Bookboon.com
Published: 2013
ISBN-13: 9788776815738
Table of contents: title: Sisältö; 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