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Marketing research : an applied approach

By: Kinnear, Thomas CContributor(s): Taylor, James RMaterial type: Text

TextSeries: McGraw-Hill series in marketingPublication details: New York: McGraw-Hill, 1991Edition: 4th edDescription: xxi, 856 pages : illustrations (some color), mapsISBN: 9780070347571 ; 0070347573 ; 9780071009935; 0071009930 Subject(s): Marketing researchDDC classification: 658.83

Contents:

Preface -- pt. 1. Introduction to Marketing Research in Marketing Decision Making -- 1. The Marketing Research Role in Marketing Management -- 2. The Marketing Research Business -- 3. The Marketing Research Process: Concept and Example -- 4. The Decision to Undertake Research -- pt. 2. Determine Research Design and Data Sources -- 5. Research Design and Data Sources -- 6. Secondary Data -- pt. 3. Develop the Data Collection Procedure -- 7. The Measurement Process -- 8. Attitude Measurement -- 9. Causal Designs -- 10. Data Collection: Exploratory Research -- 11. Data Collection: Conclusive Research -- 12. Designing Data Collection Forms -- pt. 4. Sampling Plan and Data Collection -- 13. The Basics of Sampling -- 14. Simple Random Sampling and Sample Size -- 15. More Complex Sampling Procedures -- 16. Field Operations -- pt. 5. Data Analysis and Reporting Research Findings -- 17. Data Processing -- 18. Univariate Data Analysis -- 19. Bivariate Data Analysis -- 20. Multivariate Data Analysis I: Interdependence Methods -- 21. Multivariate Data Analysis II: Dependence Methods -- 22. Reporting Research Findings -- pt. 6. Applications -- 23. Demand Measurement and Forecasting -- 24. Product Research and Test Marketing -- 25. Advertising Research -- 26. Distribution and Pricing Research --

Summary: This applied approach to the management use of marketing research is organized according to the logic of marketing research process. The fourth edition includes expanded coverage of CIS, coverage of careers in marketing research, more real-world examples and a new software supplement

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Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Reference Books	Main Library Reference	Reference	658.83 KIN (Browse shelf(Opens below))	Available		004468
Reference Books	Main Library Reference	Reference	658.83 KIN (Browse shelf(Opens below))	Available		004467

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Previous	658.83 BOY Marketing Research: Text and Cases	658.83 ESS The essentials of marketing research	658.83 HAI Marketing research : within a changing information environment	658.83 KIN Marketing research : an applied approach	658.83 KIN Marketing research : an applied approach	658.83 KUM International Marketing Research	658.83 KUM Marketing research : a global outlook	Next

Includes index

Preface --
pt. 1. Introduction to Marketing Research in Marketing Decision Making --
1. The Marketing Research Role in Marketing Management --
2. The Marketing Research Business --
3. The Marketing Research Process: Concept and Example --
4. The Decision to Undertake Research --
pt. 2. Determine Research Design and Data Sources --
5. Research Design and Data Sources --
6. Secondary Data --
pt. 3. Develop the Data Collection Procedure --
7. The Measurement Process --
8. Attitude Measurement --
9. Causal Designs --
10. Data Collection: Exploratory Research --
11. Data Collection: Conclusive Research --
12. Designing Data Collection Forms --
pt. 4. Sampling Plan and Data Collection --
13. The Basics of Sampling --
14. Simple Random Sampling and Sample Size --
15. More Complex Sampling Procedures --
16. Field Operations --
pt. 5. Data Analysis and Reporting Research Findings --
17. Data Processing --
18. Univariate Data Analysis --
19. Bivariate Data Analysis --
20. Multivariate Data Analysis I: Interdependence Methods --
21. Multivariate Data Analysis II: Dependence Methods --
22. Reporting Research Findings --
pt. 6. Applications --
23. Demand Measurement and Forecasting --
24. Product Research and Test Marketing --
25. Advertising Research --
26. Distribution and Pricing Research --

This applied approach to the management use of marketing research is organized according to the logic of marketing research process. The fourth edition includes expanded coverage of CIS, coverage of careers in marketing research, more real-world examples and a new software supplement

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