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Test Bank for MR, 2nd Edition : Brown

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Test Bank for MR, 2nd Edition : Brown

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Product Details:

  • ISBN-10 ‏ : ‎ 9781133958413
  • ISBN-13 ‏ : ‎ 978-1133958413
  • Author: Brown

Created through a “student-tested, faculty-approved” review process, MR2 is an engaging and accessible solution to accommodate the diverse lifestyles of today’s learners. MR2 provides an exciting, innovative approach to Marketing Research that provides the material needed for a successful course.

Attention CourseMate user: The CourseMate platform is being sunset and will not be sold with this title after December 31st, 2019. Cengage will support existing users of CourseMate through August 1st, 2020.

 

Table of Content:

  1. Chapter 1: Marketing Research: From Data to Information to Action
  2. 1-1 The Problem: Marketers Need Information
  3. 1-2 Who Does Marketing Research?
  4. 1-3 Why Study Marketing Research?
  5. 1-4 The Marketing Research Process
  6. 1-5 Marketing Research Ethics
  7. Chapter 2: The Research Question: Formulation of the Problem
  8. 2-1 Problem Formulation
  9. 2-2 The Problem Formulation Process
  10. 2-3 The Research Proposal
  11. Chapter 3: Exploratory, Descriptive, and Causal Research Designs
  12. 3-1 Types of Research Design
  13. 3-2 Exploratory Research
  14. 3-3 Descriptive Research Designs
  15. 3-4 Causal Research Designs
  16. 3-5 Market Testing
  17. Chapter 4: Collecting Secondary Data from Inside and Outside the Organization
  18. 4-1 Advantages and Disadvantages of Secondary Data
  19. 4-2 Internal Secondary Data
  20. 4-3 External Secondary Data
  21. Chapter 5: Collecting Primary Data by Observation
  22. 5-1 Types of Primary Data
  23. 5-2 Two Methods of Obtaining Primary Data
  24. 5-3 Observation Research
  25. Chapter 6: Collecting Primary Data by Communication
  26. 6-1 Structured versus Unstructured Communication
  27. 6-2 Disguised versus Undisguised Communication
  28. 6-3 Methods of Administering Questionnaires
  29. Chapter 7: Asking Good Questions
  30. 7-1 Scales of Measurement
  31. 7-2 Measuring Attitudes and Other Unobservable Concepts
  32. 7-3 Other Considerations in Designing Scales
  33. 7-4 Establishing the Validity and Reliability of Measures
  34. Chapter 8: Designing the Questionnaire
  35. 8-1 Procedure for Developing a Questionnaire
  36. Chapter 9: Developing the Sampling Plan
  37. 9-1 Defining the Target Population
  38. 9-2 Identifying the Sampling Frame
  39. 9-3 Selecting a Sampling Procedure
  40. 9-4 Determining How Big a Sample You Need
  41. Chapter 10: Data Collection: Enhancing Response Rates While Limiting Errors
  42. 10-1 Types of Error
  43. 10-2 Calculating Response Rates
  44. 10-3 Improving Response Rates
  45. Chapter 11: Data Preparation for Analysis
  46. 11-1 Editing
  47. 11-2 Coding
  48. 11-3 Cleaning the Data
  49. 11-4 Handling Missing Data
  50. Chapter 12: Analysis & Interpretation: Individual Variables Independently
  51. 12-1 The Avery Fitness Center (AFC) Project
  52. 12-2 Basic Univariate Statistics: Categorical Measures
  53. 12-3 Basic Univariate Statistics: Continuous Measures
  54. 12-4 Hypothesis Testing
  55. 12-5 Testing Hypotheses about Individual Variables
  56. Chapter 13: Analysis & Interpretation: Multiple Variables Simultaneously
  57. 13-1 Cross Tabulation
  58. 13-2 Independent Samples t-Test for Means
  59. 13-3 Paired Sample t-Test for Means
  60. 13-4 Pearson Product-Moment Correlation Coefficient
  61. 13-5 Regression Analysis
  62. Chapter 14: The Research Report
  63. 14-1 The Written Research Report
  64. 14-2 The Oral Research Presentation
  65. 14-3 Graphic Presentation of the Results

 

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