Burns & Veeck – Marketing Research 9e (2020) [1 PDF]

Alvin C. Burns & Ann Veeck – Marketing Research, 9th edition

The ninth edition of Marketing Research continues to provide readers with a “nuts and bolts” introduction to the field of marketing research. Intended for readers with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data.

This new edition has been condensed and reorganized for a more streamlined approach. An integrated case study throughout the text helps readers relate the material to the real world–and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies.

Contents:
Preface
Acknowledgments
About the Authors
1 Introduction to Marketing Research
2 The Marketing Research Industry
3 The Marketing Research Process and Defining the Problem and Research Objectives
4 Research Design
5 Secondary Data and Packaged Information
6 Qualitative Research Techniques
7 Evaluating Survey Data Collection Methods
8 Understanding Measurement, Developing Questions, and Designing the Questionnaire
9 Selecting the Sample
10 Determining the Size of a Sample
11 Dealing with Fieldwork and Data Quality Issues
12 Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
13 Implementing Basic Differences Tests
14 Making Use of Associations Tests
15 Understanding Regression Analysis Basics
16 Communicating Insights
Name Index
Subject Index

Format: PDF
Length: 527 pages
Published: 2020 by Pearson
ISBN-13: 9780134895123

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