Test Bank for Basic Marketing Research: Customer Insights and Managerial Action 10th Edition Brown ISBN-10: 0357901843 ISBN-13: 9780357901847
Test Bank for Basic Marketing Research: Customer Insights and Managerial Action, 10th Edition, Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill, ISBN-10: 0357901843, ISBN-13: 9780357901847
Table of Contents
Part I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION.
1. The Role of Marketing Research.
2. The Research Process and Ethical Concerns.
3. Problem Formulation.
4. Exploratory Research.
Part II: WORKING WITH EXISTING INFORMATION TO SOLVE PROBLEMS.
5. Decision Support Systems: Introduction.
6. Decision Support Systems: Working with “Big Data”.
7. Using External Secondary Data.
Part III: COLLECTING PRIMARY DATA TO SOLVE PROBLEMS.
8. Conducting Causal Research.
9. Collecting Descriptive Primary Data.
10. Collecting Data by Observation.
11. Collecting Data by Communication.
12. Asking Good Questions.
13. Designing the Data Collection Form for Communication Data.
14. Developing the Sampling Plan.
15. Data Collection: Types of Error and Response Rate Calculation.
Part IV: ANALYZING DATA.
16. Data Preparation for Analysis.
17. Analysis and Interpretation: Individual Variables Independently.
18. Analysis and Interpretation: Multiple Variables Simultaneously.
Part V: REPORTING THE RESULTS.
19. The Oral Research Presentation.
20. The Written Research Report.
