Marketing research
Publication details: London : Prentice Hall International, c2000 Edition: 3rd edDescription: xxi, 699 p. : ill. ; 25 cmISBN: 0130174513Subject(s): 1. SPSS for Windows. 2. Marketing researchDDC classification: 658.83 BUR| Item type | Current library | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
English Lending
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Villa College Library | Villa College Library | 658.83 BUR (Browse shelf(Opens below)) | Available | 7927 |
Contents:
Ch.1. The nature of marketing research
Ch.2. The industry: structure, evaluation, and ethics
Ch.3. The marketing research process
Ch.4. Defining the problem and determining research objectives
Ch.5. Research design
Ch.6. Secondary data sources
Ch.7. Syndicated services
Ch.8. Observation, focus groups, and other qualitative methods
Ch.9. Survey data collection methods
Ch.10. Measurement in marketing research
Ch.11. Designing data collection forms
Ch.12. Determining the sample plan
Ch.13. Determining the size of a sample
Ch.14. Data collection in the field, nonresponse error, and questionnaire screening
Ch.15. Basic data analysis: descriptive statistics
Ch.16. Inferring sample findings to the population and testing for differences
Ch.17. Determining and interpreting associations between two variables
Ch.18. Predictive analysis in marketing research
Ch.19. Presenting the research results
Includes bibliographical references and index
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