Marketing research : project manual /
Molinari, James
Marketing research : project manual / James Molinari - 1st edition - Boston : McGraw-Hill, c2006. - ix, 67 p. : ill. ; 28 cm.
Contents
Chapter 1
The marketing Research Project
Introduction
Project Overview
Major Steps in the marketing research processing
Chapter 2
Choosing a topic
Introduction 11
Customer satisfaction studies
Market Segmentation Studies
Chapter 3
Review of the Decision Situation
Introduction
Decision Situation
The assignment
Chapter 4
Research Objectives and information needs
Introduction
Decision Situation
Decision problem to research objectives
Chapter 5
Literature Review
Introduction
Conceptual definition
Methodology
Chapter 6
Methodology
Introduction
Primary data collection Methods
Questioning Methodology
Chapter 7
Questionnaire design
Introduction
The process
Chapter 8
The sampling plan
Introduction
Population
Sampling Frame
Chapter 9
Coding and data entry using SPSS
Chapter 10
Basic Data Analysis
Chapter 11
The written report
Format of the written Report
0073128880 (alk. paper)
Marketing research--Handbooks, manuals, etc.
658.83 / MOL
Marketing research : project manual / James Molinari - 1st edition - Boston : McGraw-Hill, c2006. - ix, 67 p. : ill. ; 28 cm.
Contents
Chapter 1
The marketing Research Project
Introduction
Project Overview
Major Steps in the marketing research processing
Chapter 2
Choosing a topic
Introduction 11
Customer satisfaction studies
Market Segmentation Studies
Chapter 3
Review of the Decision Situation
Introduction
Decision Situation
The assignment
Chapter 4
Research Objectives and information needs
Introduction
Decision Situation
Decision problem to research objectives
Chapter 5
Literature Review
Introduction
Conceptual definition
Methodology
Chapter 6
Methodology
Introduction
Primary data collection Methods
Questioning Methodology
Chapter 7
Questionnaire design
Introduction
The process
Chapter 8
The sampling plan
Introduction
Population
Sampling Frame
Chapter 9
Coding and data entry using SPSS
Chapter 10
Basic Data Analysis
Chapter 11
The written report
Format of the written Report
0073128880 (alk. paper)
Marketing research--Handbooks, manuals, etc.
658.83 / MOL