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Step By Step

Modern Marketing Research Step-by-Step

Thank you for your interest in Modern Marketing Research Step-by-Step (With Ken Deal), Revised Edition, 2011.

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Purchase entire book ($39.95 + 5% GST)

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  • About the Authors; Table of Contents; Introduction; Acknowledgments
  • Chapter 1: WHAT IS MARKETING RESEARCH AND HOW DOES IT WORK?
  • Chapter 2: HOW TO DESIGN A MARKETING RESEARCH PROJECT
  • Chapter 3: HOW TO FIND AND USE SECONDARY AND STANDARDIZED INFORMATION
  • Chapter 4: HOW TO DRAW SAMPLES
    • includes Online Research: Supplement to Chapter 4, Sampling
  • Chapter 5: HOW TO CARRY OUT QUALITATIVE RESEARCH
  • Chapter 6: HOW TO DESIGN A QUESTIONNAIRE
  • Chapter 7: HOW TO MEASURE ATTITUDES,BEHAVIOUR, AND TRAITS
  • Chapter 8: HOW TO MANAGE THE MECHANICS OF RESEARCH
  • Chapter 9: HOW TO ANALYZE THE DATA
  • Chapter 10: HOW TO PRESENT SURVEY FINDINGS
  • Chapter 11: HOW TO RESEARCH COMMON MARKETING PROBLEMS
  • Chapter 12: WHAT ARE THE RESPONSIBILITIES OF MARKETING RESEARCHERS?
  • Chapter 13: MULTIVARIATE ANALYSIS
  • Chapter 14: ADVANCED ANALYSIS OF MARKETING RESEARCH SURVEY DATA USING MULTIVARIABLE STATISTICAL METHODS AND SPSS
  • References and Selected Readings; Appendix A; Appendix C; Appendix D; Appendix E; Appendix F; Index
SPSS

A Guide to PASW (SPSS) Statistics 18

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