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

By: Contributor(s): Material type: TextTextSeries: Always learningPublisher: Boston, Massachusetts : Pearson 2014Edition: 7th edition; International edition / International edition contributions by Nilanjana SinhaDescription: 487 pages : illustrations (colour) ; 26 cmISBN:
  • 9780273768517:
  • 0273768514
Subject(s): DDC classification:
  • 658.83
LOC classification:
  • .B779 2014
Online resources:
Contents:
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.
Holdings
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

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