Essentials of Marketing Research
Material type: TextSeries: Irwin series in marketingPublication details: Boston, MA : Irwin, ©1993Description: xviii, 556 pages : illustrationsISBN: 9780256081121 ; 0256081123Subject(s): Marketing researchDDC classification: 658.83Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
Lending Books | Main Library Stacks | Reference | 658.83 DIL (Browse shelf(Opens below)) | Available | 007045 |
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.
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.
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