TY  - BOOK
AU  - Brown, Tom J
AU  - Suter, Tracy A
TI  - MR(Marketing Research)
SN  - 9781133958413
U1  - 658.83 
PY  - 2014///
CY  - Canada
PB  - South-Western Cengage Publishing
KW  - Marketing research
N1  - 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
ER  -