Marketing Research: Methodological Foundations |
Contents
Marketing Research The Decision Maker and the Environment 47 | 1 |
Alternative Approaches Case 1 1 Big Brothers of Fairfax County 65 | 32 |
The Research Process | 38 |
Copyright | |
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ACNielsen advertising analysis answer asked assess attitudes attributes behavior brand Chapter cluster cluster sampling coding coefficient conducted confidence interval conjoint analysis considered consumers correlation customers data collection data mining databases decision decision problem demographic determine discussion distribution effect error estimate evaluate example experiment experimental exploratory research factor analysis factors families Figure firm firm's focus group households income Internet interval interviews marketing manager marketing research mean measure methods nonprobability sample null hypothesis objects observation panel participants perceptual map person population predict predictor problem purchase questionnaire questions random regression relationship research design Research Realities respondents sample sample mean scale scores secondary data segment selected simple random sample sources specific statistical stratified sample sumer survey Table techniques test market tion types users variables variance