MTU Cork Library Catalogue

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Marketing research : an applied approach / Thomas C. Kinnear, James R. 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 : McGraw-Hill, c1991Edition: 4th ed.Description: xxi, 856 p. : ill. (some col.), maps ; 25 cm.ISBN: 0070347573.Subject(s): Marketing research | Marketing -- ManagementDDC classification: 658.83
Contents:
Part 1: Introduction to marketing research in marketing decision making -- 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 methods -- Designing data collection forms -- Cases for Part 3 -- Part 4: Sample 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 00009594
Total holds: 0

Enhanced descriptions from Syndetics:

This applied approach to the management use of marketing research is organized according to the steps in the marketing research process. The changes to the fourth edition include expanded coverage of CIS, coverage of careers in marketing research, more real-world examples and a new software supplement with data on real marketing research studies.

Includes bibliographical references and indexes.

Part 1: Introduction to marketing research in marketing decision making -- 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 methods -- Designing data collection forms -- Cases for Part 3 -- Part 4: Sample 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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