MTU Cork Library Catalogue

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Marketing research : an applied approach / Thomas C. Kinnear and James Ronald Taylor.

By: Kinnear, Thomas C, 1943-.
Contributor(s): Taylor, James R. (James Ronald), 1938-.
Material type: materialTypeLabelBookSeries: McGraw-Hill series in marketing.Publisher: New York ; London : McGraw-Hill, 1996Edition: 5th ed.Description: xxii, 888 p. : ill. ; 23 cm. + pbk.ISBN: 0079122523 ; 0071139249 .Subject(s): Marketing research | Marketing -- ManagementDDC classification: 658.83
Contents:
Part 1: Introduction to marketing research in marketing decision making -- The marketing research role in marketing management -- The marketing research business -- The marketing research process: Concept and example -- The decision to undertake research -- Cases for Part 1 -- Part 2: Determine research design and data sources -- Research design and data sources -- Secondary data -- Cases for Part 2 -- Part 3: Develop the data collection procedure -- The measurement process -- Attitude measurement -- Causal designs -- Data collection: Exploratory research -- Data collection: Conclusive research -- Designing data collection forms -- Cases for Part 3 -- Part 4: Sampling plan and data collection -- The basics of sampling -- Simple random sampling and sample size -- More complex sampling procedures -- Field operations -- Cases for Part 4 -- Part 5: Data analysis and reporting research findings -- Data processing -- Univariate data analysis -- Bivariate data analysis -- Multivariate data analysis I: Interdependence methods -- Multivariate data analysis II: Dependence methods -- Reporting research findings -- Cases for Part 5 -- Part 6: Applications -- Demand measurement and forecasting -- Product research and test marketing -- Advertising research -- Distribution and pricing research -- Cases for Part 6.
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
General Lending MTU Bishopstown Library Lending 658.83 (Browse shelf(Opens below)) 1 Available 00160455
General Lending MTU Bishopstown Library Lending 658.83 (Browse shelf(Opens below)) 1 Available 00010566
Total holds: 0

Enhanced descriptions from Syndetics:

This very applied approach to the managerial use of marketing research is designed and organized by the steps in the marketing research process. Great care has been taken to deal with the technical aspects of marketing research in a manner that allows the reader to apply research procedures to real applications in a pragmatic, step-by-step, here's how to do it fashion. The revision contains 35 cases: 14 new to this edition. The changes to the 5th edition include the addition of substantial insights and examples on international marketing research. Major new illustrations entitled Global Marketing Research Dynamics appear throughout the text. Three marketing research databases on a PC disk that accompanies each copy of the book contain real results from actual marketing research studies and are all keyed to the major PC-based analysis packages: SPSS-PC, SAS-PC, SYSTAT-PC and MYSTAT-PC.

Previous ed.: 1991.

Includes bibliographical references and indexes.

Part 1: Introduction to marketing research in marketing decision making -- The marketing research role in marketing management -- The marketing research business -- The marketing research process: Concept and example -- The decision to undertake research -- Cases for Part 1 -- Part 2: Determine research design and data sources -- Research design and data sources -- Secondary data -- Cases for Part 2 -- Part 3: Develop the data collection procedure -- The measurement process -- Attitude measurement -- Causal designs -- Data collection: Exploratory research -- Data collection: Conclusive research -- Designing data collection forms -- Cases for Part 3 -- Part 4: Sampling plan and data collection -- The basics of sampling -- Simple random sampling and sample size -- More complex sampling procedures -- Field operations -- Cases for Part 4 -- Part 5: Data analysis and reporting research findings -- Data processing -- Univariate data analysis -- Bivariate data analysis -- Multivariate data analysis I: Interdependence methods -- Multivariate data analysis II: Dependence methods -- Reporting research findings -- Cases for Part 5 -- Part 6: Applications -- Demand measurement and forecasting -- Product research and test marketing -- Advertising research -- Distribution and pricing research -- Cases for Part 6.

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