Marketing Research Project Manual by Glen R. Jarboe, Jarboe

From the Publisher

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.

Booknews

This edition of the Jarboe (U. of Texas, Arlington) guide to student marketing research projects revolves around a new example, with expanded discussion of the STATISTICA and SPSS data analysis computer programs. The disk contains data sets and forms. Lacks references and an index. Offers an instructor's manual for the first time. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

• Table of Contents

Table of Contents