Essentials of Marketing Research

By: Dillon, William RContributor(s): Neil, Thomas J | Firtle, HMaterial type: TextTextSeries: Irwin series in marketingPublication details: Boston, MA : Irwin, ©1993Description: xviii, 556 pages : illustrationsISBN: 9780256081121 ; 0256081123Subject(s): Marketing researchDDC classification: 658.83
Contents:
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.
Summary: 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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Item type Current library Collection Call number Status Date due Barcode Item holds
Lending Books Lending Books Main Library
Stacks 		Reference 658.83 DIL (Browse shelf(Opens below)) Available 007045
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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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