Test Bank for Marketing Research 5th Edition D’Alessandro ISBN-10: 0170438961 ISBN-13: 9780170438964
Test Bank for Marketing Research, 5th Edition, Steve D’Alessandro, Hume Winzar, Ben Lowe, Michael Mehmet, Barry J. Babin, William Zikmund, ISBN-10: 0170438961, ISBN-13: 9780170438964
Table of Contents
Part 1: Introduction to the research process
1. The role of marketing research and the research process
Part 2: Defining the problem
2. Problem definition and the research process
Part 3: Planning the research design
3. Qualitative research
4. Secondary research and big data
5. Survey research
6. Observation
7. Experimental research and test marketing
8. Measurement
9. Questionnaire design
Part 4: Planning the sample
10. Sampling: sample design and sample size
Part 5: Collecting the data
11. Data preparation
Part 6: Analysing the data
12. Univariate statistical analysis: a recap of inferential statistics
13. Bivariate statistical analysis: tests of differences
14. Bivariate statistical analysis: tests of association
15. Multivariate statistical analysis
Part 7: Formulating conclusions and writing the final report
16. Communicating research results: research report, oral presentation and research follow-up
