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MR 2 2nd Edition Brown Test Bank

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ISBN-10 ‏ : ‎ 9781133958413
ISBN-13 ‏ : ‎ 978-1133958413
Author: Tom J. Brown, Tracy A. Suter

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:

Chapter 1: Marketing Research: From Data to Information to Action
1-1 The Problem: Marketers Need Information
1-2 Who Does Marketing Research?
1-3 Why Study Marketing Research?
1-4 The Marketing Research Process
1-5 Marketing Research Ethics
Chapter 2: The Research Question: Formulation of the Problem
2-1 Problem Formulation
2-2 The Problem Formulation Process
2-3 The Research Proposal
Chapter 3: Exploratory, Descriptive, and Causal Research Designs
3-1 Types of Research Design
3-2 Exploratory Research
3-3 Descriptive Research Designs
3-4 Causal Research Designs
3-5 Market Testing
Chapter 4: Collecting Secondary Data from Inside and Outside the Organization
4-1 Advantages and Disadvantages of Secondary Data
4-2 Internal Secondary Data
4-3 External Secondary Data
Chapter 5: Collecting Primary Data by Observation
5-1 Types of Primary Data
5-2 Two Methods of Obtaining Primary Data
5-3 Observation Research
Chapter 6: Collecting Primary Data by Communication
6-1 Structured versus Unstructured Communication
6-2 Disguised versus Undisguised Communication
6-3 Methods of Administering Questionnaires
Chapter 7: Asking Good Questions
7-1 Scales of Measurement
7-2 Measuring Attitudes and Other Unobservable Concepts
7-3 Other Considerations in Designing Scales
7-4 Establishing the Validity and Reliability of Measures
Chapter 8: Designing the Questionnaire
8-1 Procedure for Developing a Questionnaire
Chapter 9: Developing the Sampling Plan
9-1 Defining the Target Population
9-2 Identifying the Sampling Frame
9-3 Selecting a Sampling Procedure
9-4 Determining How Big a Sample You Need
Chapter 10: Data Collection: Enhancing Response Rates While Limiting Errors
10-1 Types of Error
10-2 Calculating Response Rates
10-3 Improving Response Rates
Chapter 11: Data Preparation for Analysis
11-1 Editing
11-2 Coding
11-3 Cleaning the Data
11-4 Handling Missing Data
Chapter 12: Analysis & Interpretation: Individual Variables Independently
12-1 The Avery Fitness Center (AFC) Project
12-2 Basic Univariate Statistics: Categorical Measures
12-3 Basic Univariate Statistics: Continuous Measures
12-4 Hypothesis Testing
12-5 Testing Hypotheses about Individual Variables
Chapter 13: Analysis & Interpretation: Multiple Variables Simultaneously
13-1 Cross Tabulation
13-2 Independent Samples t-Test for Means
13-3 Paired Sample t-Test for Means
13-4 Pearson Product-Moment Correlation Coefficient
13-5 Regression Analysis
Chapter 14: The Research Report
14-1 The Written Research Report
14-2 The Oral Research Presentation
14-3 Graphic Presentation of the Results

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MR 2 2nd Edition Brown Test Bank

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MR 2 2nd Edition Brown Test Bank

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