Essentials of Marketing Research: Putting Research into Practice, an exciting new practical guide by Kenneth E. Clow and Karen E. James offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies. Clow and James explore the latest research techniques, including social media and other online methodologies, and they examine current statistical methods of analyzing data. With emphasis on how to interpret marketing research results and how to use those findings to make effective management decisions, the authors offer a unique learning-by-doing approach to understanding data analysis, interpreting data, and applying results to decision-making.A local credit union is interested in creating a Visa card product that would appeal to graduating college seniors. ... For each of the paired comparison t-tests shown in Figure 13.23, state the null hypothesis, and your conclusion based on the findings. ... rewards program a#39;or 72 I123 a#39;302 4.54 72 .502 .059 Amazon com program for Amazon.com Pair Prefer higher credit limit Pair Prefer higher credit limit withanbsp;...
|Title||:||Essentials of Marketing Research: Putting Research Into Practice|
|Author||:||Kenneth E. Clow, Karen E. James|
|Publisher||:||SAGE Publications - 2013-01-09|