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| 008 | 120911s2014 caua b 001 0 eng d | ||
| 010 | _a 2012037172 | ||
| 020 |
_a1412991307 _qpaperback |
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| 020 |
_a9781412991308 _qpaperback |
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| 035 | _a(ATU)b13053942 | ||
| 035 | _a(OCoLC)802324196 | ||
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_aHF5415.2 _b.C56 2014 |
| 082 | 0 | 0 |
_a658.83 _223 |
| 100 | 1 |
_aClow, Kenneth E., _eauthor. _91071459 |
|
| 245 | 1 | 0 |
_aEssentials of marketing research : _bputting research into practice / _cKenneth E. Clow, Karen E. James. |
| 264 | 1 |
_aThousand Oaks, California : _bSage, _c[2014] |
|
| 264 | 4 | _c©2014 | |
| 300 |
_axxii, 497 pages : _billustrations ; _c26 cm |
||
| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_aunmediated _bn _2rdamedia |
||
| 338 |
_avolume _bnc _2rdacarrier |
||
| 504 | _aIncludes bibliographical references (pages 468-480) and index. | ||
| 505 | 0 | _aI. Introduction to marketing research -- The role of marketing research -- The marketing research process -- II. Types of marketing research --Secondary data and research -- Qualitative research -- Observation research -- Survey research -- Experimental research -- III. Sampling and measurement -- Sampling procedures -- Measurement methods -- Marketing scales -- Questionnaire design -- IV. Analyzing and reporting marketing research -- Fundamental data analysis --Analysis of differences and regression analysis -- Research reports and presentations. | |
| 520 | 4 | _aEssentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice. | |
| 650 | 0 |
_aMarketing research _9338698 |
|
| 700 | 1 |
_aJames, Karen E., _eauthor. _91055414 |
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| 907 |
_a.b13053942 _b01-12-17 _c28-10-15 |
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