TEST BANK for Marketing Research 5th Edition D’Alessandro

TEST BANK for Marketing Research 5th Edition D’Alessandro

Marketing Research 5th Edition By Steve D’Alessandro, Hume Winzar, Ben Lowe, Michael Mehmet, Barry J. Babin, William Zikmund, ISBN-10: 0170438961, ISBN-13: 9780170438964 | TEST BANK

Table of Contents

Part 1: Introduction to the research process
1. The role of marketing research and the research process

Part 2: Defining the problem
2. Problem definition and the research process

Part 3: Planning the research design
3. Qualitative research
4. Secondary research and big data
5. Survey research
6. Observation
7. Experimental research and test marketing
8. Measurement
9. Questionnaire design

Part 4: Planning the sample
10. Sampling: sample design and sample size

Part 5: Collecting the data
11. Data preparation

Part 6: Analysing the data
12. Univariate statistical analysis: a recap of inferential statistics
13. Bivariate statistical analysis: tests of differences
14. Bivariate statistical analysis: tests of association
15. Multivariate statistical analysis

Part 7: Formulating conclusions and writing the final report
16. Communicating research results: research report, oral presentation and research follow-up