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Fundamentals of Marketing Research by Gerald S. Albaum and Scott M. Smith (2004, Hardcover)

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Number of Pages: 896. Author: Smith, Scott M. (Author), Albaum, Gerald S. (Author). Weight: 4.21 lbs. Publication Date: 2004-10-07. Publisher: Sage Publications, Inc.

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Product Information

Fundamentals of Marketing Research covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and new horizons while assuring students have a thorough grasp of research fundamentals. It contains a wealth of modern methods and techniques not found in competing texts; provides numerous illustrative cases at the end of each section; integrates international marketing research throughout instead of placing it in a separate chapter; has a full chapter devoted to the essential topic of online research.

Product Identifiers

Publisher
SAGE Publications, Incorporated
ISBN-10
0761988521
ISBN-13
9780761988526
eBay Product ID (ePID)
30775738

Product Key Features

Author
Gerald S. Albaum, Scott M. Smith
Publication Name
Fundamentals of Marketing Research
Format
Hardcover
Language
English
Publication Year
2004
Type
Textbook
Number of Pages
896 Pages

Dimensions

Item Length
9.5in
Item Height
2.5in
Item Width
7.7in
Item Weight
30.9 Oz

Additional Product Features

Lc Classification Number
Hf5415.2.S567 2005
Reviews
"I'm writing to say that I just came across your marketing research text, and think it is a great book. I feel that the standard texts "miss the mark", and I'm never willing to recommend one to my students. While I don't use a textbook in my teaching at London Business School, I will certainly be directing students to your book when they ask me about good marketing research references."
Table of Content
PrefacePart I: What is Marketing Research?1. The Nature of Marketing Research2. Planning for Marketing Research and the Research Process3. Research DesignCases for Part IPart II: Techniques for Obtaining Data4. Secondary Data and Sources5. Information From Respondents6. Online Marketing Research7. Qualitative Research and Observation8. ExperimentationCases for Part IIPart III: Measurement9. General Concepts of Measurement 10. Measurement and Scaling in Marketing Research11. Designing QuestionnairesCases for Part IIIPart IV: Sampling12. Sampling Procedures in Marketing Research13. Sample SizeCases for Part IVPart V: Analyzing Data14. The Analysis Process--Basic Concepts of Editing, Coding, and Descriptive Analysis15. Hypothesis Testing and Univariate Analysis16. Bivariate Analysis: Differences Between Sample Groups17. Bivariate Analysis: Measures of Association18. Multivariate Statistical Analysis19. Multivariate Analysis: Factor Analysis, Clustering Methods, Multidimensional Scaling, and Conjoint AnalysisCases for Part VPart VI: The Research Report20. Reporting Research ResultsAppendix A: Statisitcal TablesGlossary of TermsName IndexSubject IndexAbout the Authors
Copyright Date
2005
Topic
Marketing / Research
Lccn
2004-009992
Dewey Decimal
658.8/3
Intended Audience
College Audience
Dewey Edition
22
Illustrated
Yes
Genre
Business & Economics

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Fundamentals of Marketing Research by Gerald S. Albaum and Scott M. Smith (2004, Hardcover)

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item 1 Fundamentals of Marketing Research by Gerald S. Albaum and Scott M. Smith ...

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Best Selling in Textbooks

Diagnostic and Statistical Manual of Mental Disorders DSM-5-TR by American Psychiatric Association (2022, Trade Paperback)

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Self Heal by Design : The Role of Micro-organisms for Health by Barbara O'Neill (2018, Trade Paperback)

Research Design : Qualitative, Quantitative, and Mixed Methods Approaches by J. David Creswell and John W. Creswell (2022, Trade Paperback)

Designing Data-Intensive Applications : The Big Ideas Behind Reliable, Scalable, and Maintainable Systems by Martin Kleppmann (2017, Trade Paperback)

Cognitive Behavior Therapy : Basics and Beyond by Judith S. Beck (2020, Hardcover)

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