Marketing research / Alvin C. Burns, Ronald F. Bush.
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TextPublication details: Upper Saddle River, NJ : Pearson/Prentice Hall, 2006.Edition: 5th edDescription: 665 p. ; 26 cmISBN: - 0131477323
- HF5415.2 .B779
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| HF5415.1265 .S77 E-marketing / | HF 5415.13. W5476 Marketing management | HF5415.13 W69 Services marketing : | HF5415.2 .B779 Marketing research / | HF5437 .P76 Procurement principles and management / | HF5437 .P76 Procurement principles and management / | HF5437 L97 Purchasing and supply chain management |
"SPSS integration"-- Pref.
Introduction to marketing research --
The marketing research process --
The marketing research industry --
Defining the problem and determining research objectives --
Research design --
Using secondary data and online information databases --
Standardized information sources --
Observation, focus groups, and other qualitative methods --
Survey data-collection methods --
Measurement in marketing research --
Designing the questionnaire --
Determining how to select the sample --
Determining the size of a sample --
Data collection in the field, nonresponse error, and questionnaire screening --
Basic data analysis : descriptive statistics --
Generalizing a sample's findings to its population and testing hypotheses about percents and means --
Testing for differences between two groups or among more than two groups --
Determining and interpreting associations among variables --
Regression analysis in marketing research --
The marketing research report : preparation and presentation.
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