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Dillon, William R.

Essentials of marketing research / William R. Dillon, Thomas J. Madden, Neil H. Firtle. - Homewood, IL ; Boston, MA : Irwin, c1993. - xviii, 556 p. : ill. ; 26 cm. - The Irwin series in marketing .

"Free instructor's copy ... Not for sale"--P. 4 colophon.

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.

ISBN: 0256081123

Subjects--Topical Terms:
Marketing research.

LC Class. No.: HF5415.2 / .D537