Description |
xviii, 556 pages : illustrations ; 26 cm |
Series |
Irwin series in marketing |
|
Irwin series in marketing.
|
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 |
Analysis |
Marketing research |
Notes |
"Free instructor's copy ... Not for sale"--P. 4 colophon |
Bibliography |
Includes bibliographical references and indexes |
Subject |
Marketing research.
|
Author |
Firtle, Neil H.
|
|
Madden, Thomas J.
|
LC no. |
92030863 |
ISBN |
0256081123 |
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