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MR2, 2nd Edition By Tom J. Brown, Tracy A. Suter eBook [PDF]

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eBook for MR2, 2nd Edition By Tom J. Brown, Tracy A. Suter Get all 14 Chapters eBook PDF. Table of Contents Chapter 1: Marketing Research: From Data to Information to Action 1-1 The Problem... : Marketers Need Information 1-2 Who Does Marketing Research? 1-3 Why Study Marketing Research? 1-4 The Marketing Research Process 1-5 Marketing Research Ethics Chapter 2: The Research Question: Formulation of the Problem 2-1 Problem Formulation 2-2 The Problem Formulation Process 2-3 The Research Proposal Chapter 3: Exploratory, Descriptive, and Causal Research Designs 3-1 Types of Research Design 3-2 Exploratory Research 3-3 Descriptive Research Designs 3-4 Causal Research Designs 3-5 Market Testing Chapter 4: Collecting Secondary Data from Inside and Outside the Organization 4-1 Advantages and Disadvantages of Secondary Data 4-2 Internal Secondary Data 4-3 External Secondary Data Chapter 5: Collecting Primary Data by Observation 5-1 Types of Primary Data 5-2 Two Methods of Obtaining Primary Data 5-3 Observation Research Chapter 6: Collecting Primary Data by Communication 6-1 Structured versus Unstructured Communication 6-2 Disguised versus Undisguised Communication 6-3 Methods of Administering Questionnaires Chapter 7: Asking Good Questions 7-1 Scales of Measurement 7-2 Measuring Attitudes and Other Unobservable Concepts 7-3 Other Considerations in Designing Scales 7-4 Establishing the Validity and Reliability of Measures Chapter 8: Designing the Questionnaire 8-1 Procedure for Developing a Questionnaire Chapter 9: Developing the Sampling Plan 9-1 Defining the Target Population 9-2 Identifying the Sampling Frame 9-3 Selecting a Sampling Procedure 9-4 Determining How Big a Sample You Need Chapter 10: Data Collection: Enhancing Response Rates While Limiting Errors 10-1 Types of Error 10-2 Calculating Response Rates 10-3 Improving Response Rates Chapter 11: Data Preparation for Analysis 11-1 Editing 11-2 Coding 11-3 Cleaning the Data 11-4 Handling Missing Data Chapter 12: Analysis & Interpretation: Individual Variables Independently 12-1 The Avery Fitness Center (AFC) Project 12-2 Basic Univariate Statistics: Categorical Measures 12-3 Basic Univariate Statistics: Continuous Measures 12-4 Hypothesis Testing 12-5 Testing Hypotheses about Individual Variables Chapter 13: Analysis & Interpretation: Multiple Variables Simultaneously 13-1 Cross Tabulation 13-2 Independent Samples t-Test for Means 13-3 Paired Sample t-Test for Means 13-4 Pearson Product-Moment Correlation Coefficient 13-5 Regression Analysis Chapter 14: The Research Report 14-1 The Written Research Report 14-2 The Oral Research Presentation 14-3 Graphic Presentation of the Results [Show More]

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