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Book Cover
Book
Author Dillon, William R.

Title Essentials of marketing research / William R. Dillon, Thomas J. Madden, Neil H. Firtle
Published Homewood, IL ; Boston, MA : Irwin, [1993]
©1993

Copies

Location Call no. Vol. Availability
 WATERFT BUSINESS  658.83 Dil/Eom  AVAILABLE
 MELB  658.83 Dil/Eom  AVAILABLE
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