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Essentials of marketing research / V. Kumar, David A. Aaker, George S. Day.

By: Contributor(s): Material type: TextPublication details: New York : Wiley, c2002.Edition: 2nd edDescription: xix, 553 p. : ill. (some col.) ; 27 cmISBN:
  • 047141235X (pbk. : alk. paper)
ISSN:
  • 9780471412359
  • 0471223336
  • 9780471223337
  • 0470506326
Subject(s): LOC classification:
  • HF5415.2 .K86
Contents:
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.
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Books Methodist University Library Main General Stacks Reference HF5415.2 .K86 (Browse shelf(Opens below)) Available 12997

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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.

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