Author | Burns, Alvin C |
---|
Title | Marketing research / 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
SUBJECT
-
Marketing research
LOCATION | CALL# | STATUS |
---|
Communication Arts Library | 658.83 B967M 2000 |
CHECK SHELVES
|
Sasin Library | 658.83 B967M 2000 |
CHECK SHELVES
|
Chula Business School Library | 658.83 B967M 2000 |
CHECK SHELVES
|
Chula Business School Library : Audio-Visual Collection | 658.83 B967M 2000 |
LIB USE ONLY
|