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The Resource Basic marketing research : customer insights and managerial action, Tom J. Brown, Oklahoma State University, Tracy A. Suter, Oklahoma State University, Gilbert A. Churchill Jr., University of Wisconsin - Madison

Basic marketing research : customer insights and managerial action, Tom J. Brown, Oklahoma State University, Tracy A. Suter, Oklahoma State University, Gilbert A. Churchill Jr., University of Wisconsin - Madison

Label
Basic marketing research : customer insights and managerial action
Title
Basic marketing research
Title remainder
customer insights and managerial action
Statement of responsibility
Tom J. Brown, Oklahoma State University, Tracy A. Suter, Oklahoma State University, Gilbert A. Churchill Jr., University of Wisconsin - Madison
Creator
Contributor
Subject
Language
eng
Member of
Cataloging source
DLC
http://library.link/vocab/creatorName
Brown, Tom J
Illustrations
illustrations
Index
no index present
LC call number
HF5415.2
LC item number
.C49 2014
Literary form
non fiction
http://library.link/vocab/relatedWorkOrContributorName
Churchill, Gilbert A
http://library.link/vocab/subjectName
  • Marketing research
  • Marketing research
Label
Basic marketing research : customer insights and managerial action, Tom J. Brown, Oklahoma State University, Tracy A. Suter, Oklahoma State University, Gilbert A. Churchill Jr., University of Wisconsin - Madison
Instantiates
Publication
Note
Previously published: Basic marketing research / Gilbert A. Churchill Jr., Tom J. Brown, Tracy A. Suter. Australia ; South-Western/Cengage Learning, c2010
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • Machine generated contents note: pt. 1 Introduction to Marketing Research and Problem Definition -- ch. 1 The Role of Marketing Research -- The Problem: Marketers Need Information -- Who Does Marketing Research? -- Research Window 1.1 International Missteps Caused by Environmental Differences -- Companies That Produce or Sell Products and Services -- Advertising Agencies -- Marketing Research Companies -- Research Window 1.2 Marketing Research at Herschend Family Entertainment Properties -- Job Opportunities in Marketing Research -- Types of Jobs in Marketing Research -- Research Window 1.3 Marketing Research Company Job Titles and Compensation -- Why Study Marketing Research? -- Summary -- Key Term -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 2 The Research Process and Ethical Concerns -- The Marketing Research Process -- Problem Definition (Chapters 3 and 4) -- Data Collection: Existing Data (Chapters 5 through 7) --
  • Contents note continued: Data Collection: Primary Data (Chapters 8 through 15) -- Data Analysis (Chapters 16 through 18) -- Information Reporting (Chapters 19 and 20) -- The Goal: Minimize Total Error -- Marketing Research Ethics -- Research Window 2.1 The Code of Marketing Research Standards (Marketing Research Association, Inc.) -- Three Methods of Ethical Reasoning -- Research to Avoid -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 3 Problem Formulation -- Problems versus Opportunities -- The Problem Formulation Process -- Step One Meet with Client -- Step Two Clarify the Problem/Opportunity -- Step Three State the Manager's Decision Problem -- Step Four Develop Possible Research Problems -- Research Window 3.1 Visa: Using Marketing Research to Select a New Brand Mark -- Step Five Select Research Problem(s) to Be Addressed -- Step Six Prepare the Research Request Agreement -- The Research Proposal --
  • Contents note continued: A.Problem Definition and Background -- B.Research Design and Data Sources -- C.Sampling Plan -- D.Data Collection Forms -- E.Analysis -- F.Time Schedule -- G.Personnel Requirements and Cost Estimate -- H.Appendices -- Choosing a Research Supplier -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 4 Exploratory Research -- Literature Search -- Depth Interviews -- Focus Groups -- Research Window 4.1 Online Focus Groups for Better Oral Hygiene -- Data Mining -- Case Analyses -- Research Window 4.2 What is Ethnographic Marketing Research? -- Projective Methods -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- pt. 2 Working with Existing Information to Solve Problems -- ch. 5 Decision Support Systems: Introduction -- Secondary Data -- Advantages and Disadvantages of Secondary Data -- Types of Internal Secondary Data -- The Systems Approach --
  • Contents note continued: The Evolution and Design of Information Systems -- Customer Relationship Management -- Research Window 5.1 CRM Definition and Solutions -- Components of Decision Support Systems -- The Data System -- Research Window 5.2 Nine Types of Security Breaches -- The Model System -- The Dialog System -- Knowledge Management -- Research Window 5.3 Insights From Kevin Vasconi, Executive Vice President and Chief Information Officer Of Domino's Pizza -- Limitations of the Systems Approach -- Intelligence Gathering in the Organization of the Future -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 6 Decision Support Systems: Working With "Big Data" -- The Three Vs: Volume, Velocity, and Variety -- The Fourth V: Value -- Research Window 6.1 Target, Big Data, and You -- Marketplace Sources of "Big Data" -- Research Window 6.2 The Decline And Resurgence of Marketing Research: An Interview With Don Schultz --
  • Contents note continued: Structured Data -- Unstructured Data -- Big Data Analysis -- Research Window 6.3 Google.Org Flu Trends -- Key Challenges of "Big Data" Integration -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 7 Using External Secondary Data -- External Secondary Data from Published Sources -- Standardized Marketing Information---Profiling Customers -- Standardized Marketing Information---Measuring Product Sales and Market Share -- (Online) Diary Panels -- Scanners -- Standardized Marketing Information---Measuring Advertising Exposure and Effectiveness -- Television and Radio -- Print Media -- Internet -- Cross-platform Services -- Striving toward Nirvana: Single-Source Data -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- pt. 3 Collecting Primary Data to Solve Problems -- ch. 8 Conducting Causal Research --
  • Contents note continued: Three General Types of Primary Data Research -- Causal Research -- Establishing Causality -- Experiments as Causal Research -- Research Window 8.1 How Frito-Lay Used Experiments to Test Advertising Effectiveness -- Causal Research in Marketing: Market Testing -- Key Issues in Market Testing -- Types of Test Markets -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 9 Collecting Descriptive Primary Data -- Descriptive Research Designs -- Two Types of Descriptive Studies -- Types of Primary Data -- Demographic/Socioeconomic Characteristics -- Personality/Lifestyle Characteristics -- Attitudes -- Awareness/Knowledge -- Intentions -- Motivation -- Behavior -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 10 Collecting Data by Observation -- Versatility -- Research Window 10.1 The Naked Truth About Showerheads -- Speed and Cost --
  • Contents note continued: Objectivity and Accuracy -- Observation Research -- Structured versus Unstructured Observation -- Research Window 10.2 Scoring Points: How Tesco is Winning Customer Loyalty -- Disguised versus Undisguised Observation -- Research Window 10.3 Confessions of a Hotel Mystery Shopper -- Natural versus Contrived Setting for Observation -- Human versus Mechanical Observation -- Research Window 10.4 "Driving" Toward Golfer Insights at Ping -- Research Window 10.5 Using Portable Eye Tracking Technology to Enhance Retail Effectiveness -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 11 Collecting Data by Communication -- Structured versus Unstructured Communication -- Advantages and Disadvantages of High Structure -- Disguised versus Undisguised Communication -- Methods of Administering Questionnaires -- Personal Interviews -- Telephone Interviews -- Mail Surveys -- Online Surveys --
  • Contents note continued: Comparing Methods of Administering Questionnaires -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 12 Asking Good Questions -- Scales of Measurement -- Nominal Scale -- Ordinal Scale -- Interval Scale -- Ratio Scale -- Measuring Attitudes and Other Unobservable Concepts -- Itemized-Ratings Scale -- Graphic-Ratings Scales -- Comparative-Ratings Scale -- Other Considerations in Designing Scales -- Number of Items in a Scale -- Number of Scale Positions -- Including a "Don't Know" or "Not Applicable" Response Category -- Establishing the Validity and Reliability of Measures -- Reliability -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- Appendix 12A -- ch. 13 Designing the Data Collection Form -- Step 1 Specify What Information Will Be Sought -- Step 2 Determine the Method of Administration --
  • Contents note continued: Step 3 Determine Content of Individual Questions -- Step 4 Determine the Form of Response to Each Question -- Research Window 13.1 An Example of Response Order Bias -- Step 5 Determine the Wording of Each Question -- Research Window 13.2 Some Problem Words and Possible Solutions -- Step 6 Prepare Dummy Tables -- Step 7 Determine Question Sequence -- Step 8 Determine Appearance of the Questionnaire -- Step 9 Develop a Recruiting Message or Script -- Step 10 Reexamine Steps 1 through 9, Pretest Questionnaire, and Revise if Necessary -- Observation Forms -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 14 Developing the Sampling Plan -- Defining the Target Population -- Parameters versus Statistics -- Identifying the Sampling Frame -- Selecting a Sampling Procedure -- Nonprobability Samples -- Probability Samples -- Determining How Big a Sample You Need --
  • Contents note continued: Research Window 14.1 How Nielsen Uses Sampling for Its Television Viewership Ratings -- Basic Considerations in Determining Sample Size -- Multiple Estimates in a Single Project -- Population Size and Sample Size -- Other Approaches to Determining Sample Size -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnote -- Appendix 14A -- Appendix 14B -- ch. 15 Data Collection: Enhancing Response Rates While Limiting Errors -- Types of Error -- Sampling Error -- Noncoverage Error -- Nonresponse Error -- Response Error -- Office Errors -- Total Error Is the Key -- Calculating Response Rates -- Online and Mail Surveys (No Eligibility Requirement) -- Telephone Interviews (No Eligibility Requirement) -- Mail Surveys, Online Surveys, and Telephone Interviews (with Eligibility Requirements) -- Other Methods of Data Collection -- Improving Response Rates -- Survey Length -- Guarantee of Confidentiality or Anonymity --
  • Contents note continued: Interviewer Characteristics and Training -- Personalization -- Response Incentives -- Follow-Up Surveys -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- pt. 4 Analyzing Data -- ch. 16 Data Preparation for Analysis -- Editing -- Coding -- Coding Closed-Ended Items -- Coding Open-Ended Items -- Building the Data File -- Cleaning the Data -- Handling Missing Data -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnote -- ch. 17 Analysis and Interpretation: Individual Variables Independently -- The Avery Fitness Center (AFC) Project -- Basic Univariate Statistics: Categorical Measures -- Frequency Analysis -- Other Uses for Frequencies -- Confidence Intervals for Proportions -- Basic Univariate Statistics: Continuous Measures -- Descriptive Statistics -- Converting Continuous Measures to Categorical Measures -- Confidence Intervals for Means --
  • Contents note continued: Hypothesis Testing -- Null and Alternative Hypotheses -- Hypothesis Testing in Practice -- Issues in Interpreting Statistical Significance -- Testing Hypotheses About Individual Variables -- Testing Statistical Significance with Categorical Variables -- Testing Statistical Significance with Continuous Variables -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 18 Analysis and Interpretation: Multiple Variables Simultaneously -- Cross Tabulation -- Presenting Cross-Tab Results: Banner Tables -- Independent Samples T-Test for Means -- Paired Sample T-Test for Means -- Pearson Product-Moment Correlation Coefficient -- Caution in the Interpretation of Correlations -- Regression Analysis -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnote -- pt. 5 Reporting the Results -- ch. 19 The Oral Research Presentation -- The Oral Research Presentation --
  • Contents note continued: Preparing the Oral Report -- Delivering the Oral Report -- Graphic Presentation of the Results -- Pie Chart -- Line Chart -- Stratum Chart -- Bar Chart -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Appendix 19A -- ch. 20 The Written Research Report -- The Written Research Report -- Research Report Writing Standards -- Research Window 20.1 How to Write Your Way Out of a Job -- Research Report Outline -- Research Window 20.2 Some Suggestions When Choosing Words for Marketing Research Reports -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- Appendix 20A
Control code
868865649
Dimensions
29 cm
Edition
8th edition
Extent
xxvi, 478 pages.
Isbn
9781111525293
Lccn
2013947421
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Note
ASSOCIATED STUDENT GOVERNMENT TEXTBOOKS RESERVES IN COPLEY LIBRARY DO NOT CONTAIN TEXTBOOK ACCESS CODES
Other physical details
illustrations
System control number
(OCoLC)868865649
Label
Basic marketing research : customer insights and managerial action, Tom J. Brown, Oklahoma State University, Tracy A. Suter, Oklahoma State University, Gilbert A. Churchill Jr., University of Wisconsin - Madison
Publication
Note
Previously published: Basic marketing research / Gilbert A. Churchill Jr., Tom J. Brown, Tracy A. Suter. Australia ; South-Western/Cengage Learning, c2010
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • Machine generated contents note: pt. 1 Introduction to Marketing Research and Problem Definition -- ch. 1 The Role of Marketing Research -- The Problem: Marketers Need Information -- Who Does Marketing Research? -- Research Window 1.1 International Missteps Caused by Environmental Differences -- Companies That Produce or Sell Products and Services -- Advertising Agencies -- Marketing Research Companies -- Research Window 1.2 Marketing Research at Herschend Family Entertainment Properties -- Job Opportunities in Marketing Research -- Types of Jobs in Marketing Research -- Research Window 1.3 Marketing Research Company Job Titles and Compensation -- Why Study Marketing Research? -- Summary -- Key Term -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 2 The Research Process and Ethical Concerns -- The Marketing Research Process -- Problem Definition (Chapters 3 and 4) -- Data Collection: Existing Data (Chapters 5 through 7) --
  • Contents note continued: Data Collection: Primary Data (Chapters 8 through 15) -- Data Analysis (Chapters 16 through 18) -- Information Reporting (Chapters 19 and 20) -- The Goal: Minimize Total Error -- Marketing Research Ethics -- Research Window 2.1 The Code of Marketing Research Standards (Marketing Research Association, Inc.) -- Three Methods of Ethical Reasoning -- Research to Avoid -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 3 Problem Formulation -- Problems versus Opportunities -- The Problem Formulation Process -- Step One Meet with Client -- Step Two Clarify the Problem/Opportunity -- Step Three State the Manager's Decision Problem -- Step Four Develop Possible Research Problems -- Research Window 3.1 Visa: Using Marketing Research to Select a New Brand Mark -- Step Five Select Research Problem(s) to Be Addressed -- Step Six Prepare the Research Request Agreement -- The Research Proposal --
  • Contents note continued: A.Problem Definition and Background -- B.Research Design and Data Sources -- C.Sampling Plan -- D.Data Collection Forms -- E.Analysis -- F.Time Schedule -- G.Personnel Requirements and Cost Estimate -- H.Appendices -- Choosing a Research Supplier -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 4 Exploratory Research -- Literature Search -- Depth Interviews -- Focus Groups -- Research Window 4.1 Online Focus Groups for Better Oral Hygiene -- Data Mining -- Case Analyses -- Research Window 4.2 What is Ethnographic Marketing Research? -- Projective Methods -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- pt. 2 Working with Existing Information to Solve Problems -- ch. 5 Decision Support Systems: Introduction -- Secondary Data -- Advantages and Disadvantages of Secondary Data -- Types of Internal Secondary Data -- The Systems Approach --
  • Contents note continued: The Evolution and Design of Information Systems -- Customer Relationship Management -- Research Window 5.1 CRM Definition and Solutions -- Components of Decision Support Systems -- The Data System -- Research Window 5.2 Nine Types of Security Breaches -- The Model System -- The Dialog System -- Knowledge Management -- Research Window 5.3 Insights From Kevin Vasconi, Executive Vice President and Chief Information Officer Of Domino's Pizza -- Limitations of the Systems Approach -- Intelligence Gathering in the Organization of the Future -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 6 Decision Support Systems: Working With "Big Data" -- The Three Vs: Volume, Velocity, and Variety -- The Fourth V: Value -- Research Window 6.1 Target, Big Data, and You -- Marketplace Sources of "Big Data" -- Research Window 6.2 The Decline And Resurgence of Marketing Research: An Interview With Don Schultz --
  • Contents note continued: Structured Data -- Unstructured Data -- Big Data Analysis -- Research Window 6.3 Google.Org Flu Trends -- Key Challenges of "Big Data" Integration -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 7 Using External Secondary Data -- External Secondary Data from Published Sources -- Standardized Marketing Information---Profiling Customers -- Standardized Marketing Information---Measuring Product Sales and Market Share -- (Online) Diary Panels -- Scanners -- Standardized Marketing Information---Measuring Advertising Exposure and Effectiveness -- Television and Radio -- Print Media -- Internet -- Cross-platform Services -- Striving toward Nirvana: Single-Source Data -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- pt. 3 Collecting Primary Data to Solve Problems -- ch. 8 Conducting Causal Research --
  • Contents note continued: Three General Types of Primary Data Research -- Causal Research -- Establishing Causality -- Experiments as Causal Research -- Research Window 8.1 How Frito-Lay Used Experiments to Test Advertising Effectiveness -- Causal Research in Marketing: Market Testing -- Key Issues in Market Testing -- Types of Test Markets -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 9 Collecting Descriptive Primary Data -- Descriptive Research Designs -- Two Types of Descriptive Studies -- Types of Primary Data -- Demographic/Socioeconomic Characteristics -- Personality/Lifestyle Characteristics -- Attitudes -- Awareness/Knowledge -- Intentions -- Motivation -- Behavior -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 10 Collecting Data by Observation -- Versatility -- Research Window 10.1 The Naked Truth About Showerheads -- Speed and Cost --
  • Contents note continued: Objectivity and Accuracy -- Observation Research -- Structured versus Unstructured Observation -- Research Window 10.2 Scoring Points: How Tesco is Winning Customer Loyalty -- Disguised versus Undisguised Observation -- Research Window 10.3 Confessions of a Hotel Mystery Shopper -- Natural versus Contrived Setting for Observation -- Human versus Mechanical Observation -- Research Window 10.4 "Driving" Toward Golfer Insights at Ping -- Research Window 10.5 Using Portable Eye Tracking Technology to Enhance Retail Effectiveness -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 11 Collecting Data by Communication -- Structured versus Unstructured Communication -- Advantages and Disadvantages of High Structure -- Disguised versus Undisguised Communication -- Methods of Administering Questionnaires -- Personal Interviews -- Telephone Interviews -- Mail Surveys -- Online Surveys --
  • Contents note continued: Comparing Methods of Administering Questionnaires -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 12 Asking Good Questions -- Scales of Measurement -- Nominal Scale -- Ordinal Scale -- Interval Scale -- Ratio Scale -- Measuring Attitudes and Other Unobservable Concepts -- Itemized-Ratings Scale -- Graphic-Ratings Scales -- Comparative-Ratings Scale -- Other Considerations in Designing Scales -- Number of Items in a Scale -- Number of Scale Positions -- Including a "Don't Know" or "Not Applicable" Response Category -- Establishing the Validity and Reliability of Measures -- Reliability -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- Appendix 12A -- ch. 13 Designing the Data Collection Form -- Step 1 Specify What Information Will Be Sought -- Step 2 Determine the Method of Administration --
  • Contents note continued: Step 3 Determine Content of Individual Questions -- Step 4 Determine the Form of Response to Each Question -- Research Window 13.1 An Example of Response Order Bias -- Step 5 Determine the Wording of Each Question -- Research Window 13.2 Some Problem Words and Possible Solutions -- Step 6 Prepare Dummy Tables -- Step 7 Determine Question Sequence -- Step 8 Determine Appearance of the Questionnaire -- Step 9 Develop a Recruiting Message or Script -- Step 10 Reexamine Steps 1 through 9, Pretest Questionnaire, and Revise if Necessary -- Observation Forms -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 14 Developing the Sampling Plan -- Defining the Target Population -- Parameters versus Statistics -- Identifying the Sampling Frame -- Selecting a Sampling Procedure -- Nonprobability Samples -- Probability Samples -- Determining How Big a Sample You Need --
  • Contents note continued: Research Window 14.1 How Nielsen Uses Sampling for Its Television Viewership Ratings -- Basic Considerations in Determining Sample Size -- Multiple Estimates in a Single Project -- Population Size and Sample Size -- Other Approaches to Determining Sample Size -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnote -- Appendix 14A -- Appendix 14B -- ch. 15 Data Collection: Enhancing Response Rates While Limiting Errors -- Types of Error -- Sampling Error -- Noncoverage Error -- Nonresponse Error -- Response Error -- Office Errors -- Total Error Is the Key -- Calculating Response Rates -- Online and Mail Surveys (No Eligibility Requirement) -- Telephone Interviews (No Eligibility Requirement) -- Mail Surveys, Online Surveys, and Telephone Interviews (with Eligibility Requirements) -- Other Methods of Data Collection -- Improving Response Rates -- Survey Length -- Guarantee of Confidentiality or Anonymity --
  • Contents note continued: Interviewer Characteristics and Training -- Personalization -- Response Incentives -- Follow-Up Surveys -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- pt. 4 Analyzing Data -- ch. 16 Data Preparation for Analysis -- Editing -- Coding -- Coding Closed-Ended Items -- Coding Open-Ended Items -- Building the Data File -- Cleaning the Data -- Handling Missing Data -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnote -- ch. 17 Analysis and Interpretation: Individual Variables Independently -- The Avery Fitness Center (AFC) Project -- Basic Univariate Statistics: Categorical Measures -- Frequency Analysis -- Other Uses for Frequencies -- Confidence Intervals for Proportions -- Basic Univariate Statistics: Continuous Measures -- Descriptive Statistics -- Converting Continuous Measures to Categorical Measures -- Confidence Intervals for Means --
  • Contents note continued: Hypothesis Testing -- Null and Alternative Hypotheses -- Hypothesis Testing in Practice -- Issues in Interpreting Statistical Significance -- Testing Hypotheses About Individual Variables -- Testing Statistical Significance with Categorical Variables -- Testing Statistical Significance with Continuous Variables -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- ch. 18 Analysis and Interpretation: Multiple Variables Simultaneously -- Cross Tabulation -- Presenting Cross-Tab Results: Banner Tables -- Independent Samples T-Test for Means -- Paired Sample T-Test for Means -- Pearson Product-Moment Correlation Coefficient -- Caution in the Interpretation of Correlations -- Regression Analysis -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnote -- pt. 5 Reporting the Results -- ch. 19 The Oral Research Presentation -- The Oral Research Presentation --
  • Contents note continued: Preparing the Oral Report -- Delivering the Oral Report -- Graphic Presentation of the Results -- Pie Chart -- Line Chart -- Stratum Chart -- Bar Chart -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Appendix 19A -- ch. 20 The Written Research Report -- The Written Research Report -- Research Report Writing Standards -- Research Window 20.1 How to Write Your Way Out of a Job -- Research Report Outline -- Research Window 20.2 Some Suggestions When Choosing Words for Marketing Research Reports -- Summary -- Key Terms -- Review Questions -- Discussion Questions, Problems, and Projects -- Endnotes -- Appendix 20A
Control code
868865649
Dimensions
29 cm
Edition
8th edition
Extent
xxvi, 478 pages.
Isbn
9781111525293
Lccn
2013947421
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Note
ASSOCIATED STUDENT GOVERNMENT TEXTBOOKS RESERVES IN COPLEY LIBRARY DO NOT CONTAIN TEXTBOOK ACCESS CODES
Other physical details
illustrations
System control number
(OCoLC)868865649

Library Locations

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      32.771354 -117.193327
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