| Description |
xviii, 622 pages : illustrations (some color) ; 27 cm + 1 computer disk (3 1/2 in.) |
| Contents |
1. The Nature of Marketing Research -- 2. The Marketing Research Industry -- 3. The Marketing Research Process -- 4. Defining the Problem and Determining Research Objectives -- 5. Research Design -- 6. Accessing and Using Secondary Data -- 7. Syndicated Data Sources -- 8. Observation, Focus Groups, and Other Qualitative Methods -- 9. Survey Data Collection Methods -- 10. Measurement in Marketing Research -- 11. Questionnaire and Observation Form Design Considerations -- 12. Determining the Sample Plan -- 13. Determining the Size of a Sample -- 14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening -- 15. Basic Data Analysis: Descriptive Statistics -- 16. Inferring Sample Findings to the Population and Testing for Differences -- 17. Determining and Interpreting Associations Between Two Variables -- 18. Predictive Analysis in Marketing Research -- 19. Presenting the Research Results -- Appendix A: Table of Random Numbers |
|
Appendix B: Table of Standardized Normal Distribution -- Appendix C: Critical Values of t -- Appendix D: Critical Values of [actual symbol not reproducible] --Appendix E: Critical Values of F ([alpha] = .05) --Appendix E: Critical Values of F ([alpha] = .01) |
| Analysis |
Market research |
| Notes |
System requirements for computer disk: IBM PC |
| Bibliography |
Includes bibliographical references (pages 611-613) and index |
| Notes |
System requirements for accompanying computer disk: Windows |
| Subject |
Marketing research.
|
| Author |
Bush, Ronald F.
|
| LC no. |
94030597 |
| ISBN |
0131498657 |
|
