Marketing research : an applied approach

By:

Kinnear, Thomas C

Contributor(s):

Taylor, James R

Material type: Text

TextSeries: McGraw-Hill series in marketingPublication details: New York: McGraw-Hill, 1991.Edition: 4th edDescription: xxi, 856 pages : illustrations (some color), mapsISBN:

9780070347571
0070347573
9780071009935
0071009930

Subject(s):

Marketing research

DDC classification:

658.83 KIN

Contents:

Preface -- pt. 1. Introduction to Marketing Research in Marketing Decision Making -- 1. The Marketing Research Role in Marketing Management -- 2. The Marketing Research Business -- 3. The Marketing Research Process: Concept and Example -- 4. The Decision to Undertake Research -- pt. 2. Determine Research Design and Data Sources -- 5. Research Design and Data Sources -- 6. Secondary Data -- pt. 3. Develop the Data Collection Procedure -- 7. The Measurement Process -- 8. Attitude Measurement -- 9. Causal Designs -- 10. Data Collection: Exploratory Research -- 11. Data Collection: Conclusive Research -- 12. Designing Data Collection Forms -- pt. 4. Sampling Plan and Data Collection -- 13. The Basics of Sampling -- 14. Simple Random Sampling and Sample Size -- 15. More Complex Sampling Procedures -- 16. Field Operations -- pt. 5. Data Analysis and Reporting Research Findings -- 17. Data Processing -- 18. Univariate Data Analysis -- 19. Bivariate Data Analysis -- 20. Multivariate Data Analysis I: Interdependence Methods -- 21. Multivariate Data Analysis II: Dependence Methods -- 22. Reporting Research Findings -- pt. 6. Applications -- 23. Demand Measurement and Forecasting -- 24. Product Research and Test Marketing -- 25. Advertising Research -- 26. Distribution and Pricing Research --

Summary: This applied approach to the management use of marketing research is organized according to the logic of marketing research process. The fourth edition includes expanded coverage of CIS, coverage of careers in marketing research, more real-world examples and a new software supplement

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Reference Books	Main Library Reference	Reference	658.83 KIN (Browse shelf(Opens below))	Available		004468
Reference Books	Main Library Reference	Reference	658.83 KIN (Browse shelf(Opens below))	Available		004467

Total holds: 0

Includes index

Preface --
pt. 1. Introduction to Marketing Research in Marketing Decision Making --
1. The Marketing Research Role in Marketing Management --
2. The Marketing Research Business --
3. The Marketing Research Process: Concept and Example --
4. The Decision to Undertake Research --
pt. 2. Determine Research Design and Data Sources --
5. Research Design and Data Sources --
6. Secondary Data --
pt. 3. Develop the Data Collection Procedure --
7. The Measurement Process --
8. Attitude Measurement --
9. Causal Designs --
10. Data Collection: Exploratory Research --
11. Data Collection: Conclusive Research --
12. Designing Data Collection Forms --
pt. 4. Sampling Plan and Data Collection --
13. The Basics of Sampling --
14. Simple Random Sampling and Sample Size --
15. More Complex Sampling Procedures --
16. Field Operations --
pt. 5. Data Analysis and Reporting Research Findings --
17. Data Processing --
18. Univariate Data Analysis --
19. Bivariate Data Analysis --
20. Multivariate Data Analysis I: Interdependence Methods --
21. Multivariate Data Analysis II: Dependence Methods --
22. Reporting Research Findings --
pt. 6. Applications --
23. Demand Measurement and Forecasting --
24. Product Research and Test Marketing --
25. Advertising Research --
26. Distribution and Pricing Research --

This applied approach to the management use of marketing research is organized according to the logic of marketing research process. The fourth edition includes expanded coverage of CIS, coverage of careers in marketing research, more real-world examples and a new software supplement

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