Marketing research : project manual / James Molinari
Publication details: Boston : McGraw-Hill, c2006.Edition: 1st editionDescription: ix, 67 p. : ill. ; 28 cmISBN:- 0073128880 (alk. paper)
- 658.83 20 MOL
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| 658.83 BOY Marketing research : text and cases / | 658.83 MCD 1 Marketing research essentials / | 658.83 MOL 2 Marketing research : project manual / | 658.83 MOL 3 Marketing research : project manual / | 658.83 MOL 4 Marketing research : project manual / | 658.83 MOL 5 Marketing research : project manual / | 658.8342 EAS 1 Consumer behaviour : applications in marketing / |
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
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