Marketing research : an aid to decision making / Alan T. Shao.
Material type:
TextPublisher: Cincinnati, OH : South-Western College, [1999]Copyright date: ©1999Edition: First editionDescription: xix, 597 pages : illustrations ; 28 cmContent type: - text
- unmediated
- volume
- 0538881925
- 9780538881920
- 658.83
- HF5415.2. S469 1998
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Book | City Campus City Campus Main Collection | 658.83 SHA (Browse shelf(Opens below)) | 1 | Available | A245235B |
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Part 1. An Overview of Marketing Research -- 1. Marketing Research: Initial Questions -- 2. Marketing Research Process and Problem Identification -- Part 2. Research Design -- 3. Marketing Research and Information Technology -- 4. Secondary Data and Information Online -- 5. Primary Data Collection: Qualitative and Observational Research -- 6. Primary Data Collection: Survey Research -- 7. Measurement and Scaling -- 8. Questionnaire Design -- 9. Experimentation and Test Marketing -- 10. Fundamentals of Sampling -- 11. Marketing Research Worldwide -- Part 3. Research Implementation -- 12. Preparation of Data for Analysis -- 13. Descriptive Statistics -- 14. Hypothesis Testing -- 15. Group Difference Tests -- 16. Correlation and Regression -- 17. Multivariate Statistics -- 18. Communicating the Research Findings.
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