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TitleMarketing research
Author Alvin C. Burns, Ronald F. Bush
Imprint Upper Saddle River, N.J. : Prentice Hall International, c2000
Edition 3rd ed
Descript xxi, 699 p. : ill. + 1 computer laser optical disc (4 3/4 in.)

CONTENT

The nature of marketing research -- The industry: structure, evaluation, and ethics -- The marketing research process -- Defining the problem and determining research objectives -- Research design -- Secondary data sources -- Syndicated services -- Observation, focus groups, and other qualitative methods -- Survey data collection methods -- Measurement in marketing research -- Designing data collection forms -- Determining the sample plan -- Determining the size of a sample -- Data collection in the field, nonresponse error, and questionnaire screening -- Basic data analysis : descriptive statistics -- Inferring sample findings to the population and testing for differences -- Determining and interpreting associations between two variables -- Predictive anlysis in marketing research -- Presenting the research results


Marketing research

LOCATIONCALL#STATUS
Communication Arts Library658.83 B967M 2000CHECK SHELVES
Sasin Library658.83 B967M 2000CHECK SHELVES
Chula Business School Library658.83 B967M 2000CHECK SHELVES
Chula Business School Library : Audio-Visual Collection658.83 B967M 2000LIB USE ONLY

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