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Book Cover
Book
Author Smith, Scott M.

Title Fundamentals of marketing research / Scott M. Smith, Gerald S. Albaum
Published Thousand Oaks, Calif. : Sage, [2005]
©2005

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Location Call no. Vol. Availability
 MELB  658.83 Smi/Fom  TEMPORARILY UNAVAILABLE
Description xii, 881 pages : illustrations ; 24 cm
Contents Pt. I. What is marketing research? -- 1. The nature of marketing research -- 2. Planning for marketing research and the research process -- 3. Research design -- Pt. II. Techniques for obtaining data -- 4. Secondary data and sources -- 5. Information from respondents -- 6. Online marketing research -- 7. Qualitative research and observation -- 8. Experimentation -- Pt. III. Measurement -- 9. General concepts of measurement -- 10. Measurement and scaling in marketing research -- 11. Designing questionnaires -- Pt. IV. Sampling -- 12. Sampling procedures in marketing research -- 13. Sample size -- Pt. V. Analyzing data -- 14. The analysis process - basic concepts of editing, coding, and descriptive analysis -- 15. Hypothesis testing and univariate analysis -- 16. Bivariate analysis : differences between sample groups -- 17. Bivariate analysis : measures of association -- 18. Multivariate statistical analysis
19. Multivariate analysis : factor analysis, clustering methods, multidimensional scaling, and conjoint analysis -- Pt. VI. The research report -- 20. Reporting research results
Bibliography Includes bibliographical references and index
Subject Marketing research.
Author Albaum, Gerald.
LC no. 2004009992
ISBN 0761988521 acid-free paper
0761988521 :
0761988521 :