Test Bank for Marketing Research, 9th Edition Alvin C. Burns Ann F. Veeck

Test Bank for Marketing Research, 9th Edition, Alvin C. Burns, Ann F. Veeck,,

Table of Contents

1. Introduction to Marketing Research

2. The Marketing Research Industry

3. The Marketing Research Process and Defining the Problem and Research Objectives

4. Research Design

5. Secondary Data and Packaged Information

6. Qualitative Research Techniques

7. Evaluating Survey Data Collection Methods

8. Understanding Measurement, Developing Questions, and Designing the Questionnaire

9. Selecting the Sample

10. Determining the Size of a Sample

11. Dealing with Field Work and Data Quality Issues

12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses

13. Implementing Basic Differences Tests

14. Making Use of Associations Tests

15. Understanding Regression Analysis Basics

16. Communicating Insights