Essentials of marketing research / William R. Dillon, Thomas J. Madden, Neil H. Firtle.
Material type:
TextSeries: The Irwin series in marketingPublication details: Homewood, IL ; Boston, MA : Irwin, c1993.Description: xviii, 556 p. : ill. ; 26 cmISBN: - 0256081123
- HF5415.2 .D537
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Methodist University Library Main General Stacks | Reference | HF5415.2 .D537 (Browse shelf(Opens below)) | Available | 12827 | |||||||||||||
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Books
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Methodist University Library Main General Stacks | HF5415.2 .D537 (Browse shelf(Opens below)) | Available | 12831 |
"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.
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