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Marketing research / Alvin C. Burns, Ronald F. Bush.

By: Contributor(s): Material type: TextPublication details: Englewood Cliffs, N.J. : Prentice Hall, c1995.Description: xviii, 622 p. : ill. (some col.) ; 27 cm. + 1 computer disk (3 1/2 in.)ISBN:
  • 0131498657
Subject(s): LOC classification:
  • HF5415.2 .B779
Contents:
The nature of marketing research 2 The marketing research industry 20 The marketing research process 48 Defining the problem and determining research objectives 74 Research Design 100 Assessing and using secondary data 132 Syndicated data sources 158 Observation, focus groups, and other qualitative methods 186 Survey data collection methods 216 Measurement in marketing research 252Questionnaire and observation form design considerations 284 Determining the sample plan 320 Determining the size of the sample 352 Data collection in the field, non response error, and questionnaire screening. 382 Basic data analysis: Descriptive statistics 414 Inferring sample findings to the population and testing for differences 448 Determining and intepreting Associations between two variables 494 Predictive analysis in marketing research 532 Presenting the research results 568 Endnotes 604 Index 614
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The nature of marketing research 2
The marketing research industry 20
The marketing research process 48
Defining the problem and determining research objectives 74
Research Design 100
Assessing and using secondary data 132
Syndicated data sources 158
Observation, focus groups, and other qualitative methods 186
Survey data collection methods 216
Measurement in marketing research 252Questionnaire and observation form design considerations 284
Determining the sample plan 320
Determining the size of the sample 352
Data collection in the field, non response error, and questionnaire screening. 382
Basic data analysis: Descriptive statistics 414
Inferring sample findings to the population and testing for differences 448
Determining and intepreting Associations between two variables 494
Predictive analysis in marketing research 532
Presenting the research results 568
Endnotes 604
Index 614

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