| Description |
xxvi, 1006 pages : illustrations ; 26 cm |
| Series |
The Harcourt series in marketing |
|
Harcourt series in marketing.
|
| Contents |
1. Marketing research: a pervasive activity -- 2. Alternative approaches to marketing intelligence -- 3. The research process and problem formulation -- 4. Research design -- 5. Causal designs -- 6. Data collection: secondary data -- 7. Data collection: primary data -- 8. Data collection forms -- 9. Attitude measurement -- 10. Sampling procedures -- 11. Sample size -- 12. Collecting the data: field procedures and nonsampling errors -- 13. Data analysis: prelimiary steps -- 14. Data analysis: basic questions -- 15. Data analysis: examination differences -- 16. Data analysis: investigation of association -- 17. Multivariate data analysis: discriminant analysis, factor analysis, cluster analysis and multidimensional scaling -- 18. The research report -- Appendices |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Marketing research.
|
| Author |
Iacobucci, Dawn.
|
| LC no. |
2001087534 |
| ISBN |
0030331013 |
|
