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Marketing Research Project Manual

by Glen R. Jarboe
Save 77% Save 77%
Current price ₹1,133.00
Original price ₹4,926.00
Original price ₹4,926.00
Original price ₹4,926.00
(-77%)
₹1,133.00
Current price ₹1,133.00

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Book cover type: Paperback
  • ISBN13: 9780538891486
  • Binding: Paperback
  • Subject: Business Management
  • Publisher: Cengage
  • Publisher Imprint: South-West
  • Publication Date:
  • Pages: 220
  • Original Price: USD 53.95
  • Language: English
  • Edition: N/A
  • Item Weight: 612 grams
  • BISAC Subject(s): N/A

This comprehensive project manual is designed to provide users a realistic marketing research experience. The manual provides clear and concise explanations of the research process, offering step-by-step procedures for students to follow in conducting a market research project with an emphasis on survey research and data analysis using statistical packages such as STATISTICA, SPSS, or Excel. The project provides hands-on experience with interviewing, developing research objectives into a questionnaire, chosing a sampling method, designing sampling plans and procedures, preparing a research report, and analoyzing results and translating them into findings, conclusions and recommendations. The manual features marketing research activities surrounding an electric utilities corporation, and can be used as either a customer satisfaction or business-to-business project.

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