MR(Marketing Research)/ Tom J. Brown and Tracy A. Suter.

By:

Brown, Tom J

Contributor(s):

Suter, Tracy A

Material type: Text

TextLanguage: English Publication details: Canada: South-Western Cengage Publishing, 2014.Edition: 2nd editionDescription: vii, 230 Pg.: ill(color); 23cmISBN:

9781133958413

Subject(s):

Marketing research

DDC classification:

658.83 BRO

Contents:

1 Marketing research: from data to information to action 2 The research question: formulation of the problem 3 Exploratory, descriptive, and causal research designs 4 Collecting secondary data from inside and outside the organization 5 Collecting primary data by observation 6 Collecting primary data by communication 7 Asking good questions 8 Designing the questionnaire 9 Developing the sampling plan 10 Data collection: enhancing response rates while limiting errors 11 Data preparation for analysis 12 Analysis & interpretation: individual variables independently 13 Analysis & interpretation: multiple variables simultaneously 14 The research report

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Books	Institute of Public Enterprise, Library S Campus	658.83 BRO (Browse shelf(Opens below))	Available		50207

Created through a "student-tested, faculty-approved" review process, MR2 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners. MR2 provides an exciting, innovative approach to Marketing Research that provides the material needed for a successful course. Attention CourseMate user: The CourseMate platform is being sunset and will not be sold with this title after December 31st, 2019. Cengage will support existing users of CourseMate through August 1st, 2020.

including index

1 Marketing research: from data to information to action
2 The research question: formulation of the problem
3 Exploratory, descriptive, and causal research designs
4 Collecting secondary data from inside and outside the organization
5 Collecting primary data by observation
6 Collecting primary data by communication
7 Asking good questions
8 Designing the questionnaire
9 Developing the sampling plan
10 Data collection: enhancing response rates while limiting errors
11 Data preparation for analysis
12 Analysis & interpretation: individual variables independently
13 Analysis & interpretation: multiple variables simultaneously
14 The research report

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MR(Marketing Research)/ Tom J. Brown and Tracy A. Suter.

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