| 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 |
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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 |
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0761988521 : |
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0761988521 : |
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