TY  - BOOK
AU  - Dillon, William R. 
AU  - Neil,  Thomas J.
AU  - Firtle,  H.
TI  - Essentials of Marketing Research
T2  - Irwin series in marketing
SN  - 9780256081121 
U1  - 658.83 
PY  - 1993///
CY  - Boston, MA
PB  - Irwin, 
KW  - Marketing research
N1  - Index annexed; Ch. 1. Marketing Research Environments --
Ch. 2. The Marketing Research Planning Process --
Ch. 3. The Marketing Research Cycle --
Ch. 4. Secondary Information: The Major Access Tools --
Ch. 5. On-Line Data Sources and Other Syndicated Sources of Purchase Behavior and Media Exposure Information --
Ch. 6. Qualitative Interviewing and Research Methods --
Ch. 7. Survey Interviewing Methods --
Ch. 8. Experimental Research Methods --
Ch. 9. The Sampling Process --
Ch. 10. Sample Size Determination --
Ch. 11. Concepts of Measurement and Measurement Scales --
Ch. 12. Questionnaire Design: Including International Considerations --
Ch. 13. Data-Collection Activities: Fielding the Questionnaire and Data Preparation --
Ch. 14. Data Analysis: Exploring Basic Relationships --
Ch. 15. Steps in Hypothesis Testing --
Ch. 16. Hypothesis Testing of Differences --
Ch. 17. Correlation and Regression Analysis --
Ch. 18. Presenting the Research --
Ch. 19. Ethical Issues
N2  - Aimed at students on undergraduate marketing research courses, this text is intended to create good managers of marketing research, rather than focusing on statistical techniques and analysing data
ER  -