TY  - BOOK
AU  - Burns,Alvin C.
AU  - Bush,Ronald F.
TI  - Marketing research
SN  - 0131477323
AV  - HF5415.2 .B779 
PY  - 2006///
CY  - Upper Saddle River, NJ
PB  - Pearson/Prentice Hall
KW  - Marketing research
N1  - "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
ER  -