Marketing Research Guide by Robert E. Stevens
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Marketing Research Guide
By Robert E. Stevens

Marketing Research Guide

2nd Revised edition

By (author) See other recent books by Robert E. Stevens See other recent books by David L. Loudon See other recent books by Morris E. Ruddick
Format: Hardback

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Marketing Research Guide by Robert E. Stevens

Book Description

Get the tools you need for effective market research--including Internet surveys! The Marketing Research Guide: Second Edition is the newest edition of the Haworth marketing research classic that now includes Internet sources of data, Internet surveys, and an added advanced statistical analysis chapter. Step-by-step instructions take practitioners through the entire marketing research process. Worksheets, sample proposals, questionnaires, and a copy of a final report foster complete understanding of the tools and techniques of marketing research. The Marketing Research Guide: Second Edition contains the accessible writing, comprehensive coverage of major topics, and helpful supplementary materials that made this book the sought-after classic in 1997 that was chosen for Choice Magazine's 34th annual Outstanding Academic Books (OAB) list. Marketing professionals now have an updated, essential guide through the complete marketing research process for the twenty-first century. Techniques and concepts are clearly explained and illustrative of the role marketing information plays in decision-making. Descriptions of the major forecasting, sampling, and analysis techniques are designed for optimum understanding without the reader needing to posess advanced mathematical expertise. Appendices include sample questionnaires and a sample marketing research report. The Marketing Research Guide: Second Edition provides practical information on: * Internet sources of data and Internet surveys * advanced statistical analysis * decision-making information, planning, and forecasting * test marketing * developing valid and reliable measurement instruments * data-collecting methods * designing a questionnaire * determining sampling frame and selecting sampling method * data-summary methods and research reports * mail survey design and mailing procedures * full product testing techniques and procedures The Marketing Research Guide: Second Edition is an essential reference for anyone who needs to review or find illustrative marketing research procedures and techniques. Managers will find this source invaluable as they negotiate, evaluate, and use marketing research as part of the decision-making process.

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Book Details

ISBN: 9780789024169
ISBN-10: 0789024160
Format: Hardback
(216mm x 156mm x 33mm)
Pages: 442
Imprint: Haworth Press Inc
Publisher: Taylor & Francis Inc
Publish Date: 18-Nov-2005
Country of Publication: United States

Other Editions...


Books By Author Robert E. Stevens

Essentials of Marketing Research by Robert E. Stevens Essentials of Marketing Research, Hardback (November 2012)

Rev. ed. of: Marketing research: text and cases / Bruce Wrenn, Robert E. Stevens, David L. Loudon. 2nd ed.

Concise Encyclopedia of Professional Services Marketing by Robert E. Stevens Concise Encyclopedia of Professional Services Marketing, Hardback (January 2009)

Provides an account of the concepts and strategies necessary to successfully market professional services and grow a business. This work contains an appendix of information on launching a multimedia advertising campaign, with focus on effective website design and other contemporary media formats.

Concise Encyclopedia of Insurance Terms by Robert E. Stevens Concise Encyclopedia of Insurance Terms, Hardback (August 2008)

A reference book for insurance professionals, consumers, and students. It offers definitions of common insurance terms in a detailed format with examples.

Concise Encyclopedia of Investing by Robert E. Stevens Concise Encyclopedia of Investing, Hardback (December 2006)

Provides concise explanations of basic as well as more advanced investment terms to help even the most unsophisticated newcomer. This user-friendly handbook presents not only simple explanations of various investing terms and concepts, but also a short discussion on each as to how it applies in everyday life.

» View all books by Robert E. Stevens

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