| Description |
xxix, 4-510 pages : color illustrations, color maps ; 26 cm |
| Contents |
Ch. 1. Introducing Marketing Research -- Ch. 2. Understanding the Marketing Research Industry -- Ch. 3. Steps in the Marketing Research Process Including Defining the Problem and Research Objectives -- Ch. 4. Research Design -- Ch. 5. Accessing Secondary Data and Online Information Databases -- Ch. 6. Standardized Information Sources -- Ch. 7. Deciding on Your Survey Data Collection Method -- Ch. 8. Using Measurement Scales in Your Survey -- Ch. 9. Designing Your Questionnaire -- Ch. 10. Determining Sample Size and the Sampling Method -- Ch. 11. Collecting Data and Summarizing What You Found in Your Sample -- Ch. 12. Generalizing Your Sample Findings to the Population -- Ch. 13. Comparing to Find Differences in Your Data -- Ch. 14. Determining Relationships Among Your Variables -- Ch. 15. Preparing and Presenting the Research Results |
| Bibliography |
Includes bibliographical references (pages 489-498) and indexes |
| SUBJECT |
Microsoft Excel (Computer file) http://id.loc.gov/authorities/names/n86025775
|
| Subject |
Marketing research.
|
| Author |
Bush, Ronald F.
|
| LC no. |
2007039014 |
| ISBN |
0132059584 |
|
9780132059589 |
|
9780131354210 (paperback) |
|
0131354213 (paperback) |
|
