Marketing research / Alvin C. Burns, Ronald F. Bush.
Material type: TextSeries: Always learningPublisher: Boston, Massachusetts : Pearson 2014Edition: 7th edition; International edition / International edition contributions by Nilanjana SinhaDescription: 487 pages : illustrations (colour) ; 26 cmISBN:- 9780273768517:
- 0273768514
- 658.83
- .B779 2014
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
General Lending | Carlow Campus Library General Lending | 658.83 (Browse shelf(Opens below)) | 1 | Available | 79937 |
Authorised adaptation of the 7th United States edition.
Includes bibliographical references and index.
Introduction to Marketing Research -- The Marketing Research Industry -- The Marketing Research Process and Defining the Problem and Research Objectives -- Research Design -- Secondary Data and Packaged Information -- Qualitative Research Techniques -- Evaluating Survey Data Collection Methods -- Understanding Measurement, Developing Questions, and Designing the Questionnaire -- Selecting the Sample -- Determining the Size of a Sample -- Dealing with Field Work and Data Quality Issues -- Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses -- Implementing Basic Differences Tests -- Making Use of Associations Tests -- Understanding Regression Analysis Basics -- The Research Report.
61.75