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Kumar, V.,

Essentials of marketing research / V. Kumar, David A. Aaker, George S. Day. - 2nd ed. - New York : Wiley, c2002. - xix, 553 p. : ill. (some col.) ; 27 cm.

Includes bibliographical references and index

The Nature and Scope of Marketing Research --
A Decision-Making Perspective on Marketing Research --
Marketing Research in Practice --
The Marketing Research Process --
Research Design and Implementation --
Data Collection --
Secondary and Standardized Sources of Marketing Data --
Marketing Research on the Internet --
Information Collection: Qualitative and Observational Methods --
Information from Respondents: Issues in Data Collection --
Attitude Measurement --
Designing the Questionnaire --
Sampling Fundamentals --
Data Analysis --
Fundamentals of Data Analysis --
Hypothesis Testing --
Correlation Analysis and Regression Analysis --
Applications --
Presenting the Results --
Applications of Marketing Research.

ISBN: 047141235X (pbk. : alk. paper)

ISSN: 9780471412359 0471223336 9780471223337 0470506326

Subjects--Topical Terms:
Marketing research.

LC Class. No.: HF5415.2 / .K86