Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.

Analyzing Numerical Data
Learning Objectives
  • Explore the difference between measurement scales
  • Describe the data analysis process including the pre-analysis review, coding and the entry of data
  • Explain descriptive statistical analysis including frequency, central tendency and dispersion
  • Explain how statistical tests can be used to prove an hypothesis ...
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