(eBook PDF) Marketing Research 4th Edition by Bryan Lukas – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1743078765
- ISBN-13 : 978-1743078761
- Author: Joseph F. Hair Jr., Bryan Lukas Associate Professor
Marketing Research provides a contemporary and managerially relevant discussion of the key principles in the dynamic field of marketing research. The authors take an application-oriented approach, providing students with the tools and skills necessary to solve business challenges and exploit business opportunities. It strikes the right balance between quantitative and qualitative data discussions encouraging an understanding of best practice in data collection and analysis, supported by strong theoretical discussion and relevant case studies. The fourth edition has a new industry voice with insights from Ken Roberts, founder and president of Forethought Research. Ken’s industry cases, Food for Thought, tie theory to real world business practice using experiences from clients in ANZ, Asia and the US. This fourth edition has been revised and updated with streamlined chapters, increased coverage of social media, and all new end of chapter material. Students and instructors have access to a thorough digital package offering quizzes, exercises, and SSPS data sets.
Table contents:
Chapter 1: The role of marketing research and the research process
Chapter 2: Problem definition and the research process
Chapter 3: Qualitative research
Chapter 4: Secondary research and big data
Chapter 5: Survey research
Chapter 6: Observation
Chapter 7: Experimental research and test marketing
Chapter 8: Measurement
Chapter 9: Questionnaire design
Chapter 10: Sampling: Sample design and sample size
Chapter 11: Data preparation
Chapter 12: Univariate statistical analysis:A recap of inferential statistics
Chapter 13: Bivariate statistical analysis:Tests of differences
Chapter 14: Bivariate statistical analysis: Tests of association
Chapter 15: Multivariate statistical analysis
Chapter 16: Communicating research results: Research report, oral presentation and research follow-u
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