000 | 03376nam a2200421 i 4500 | ||
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005 | 20221102191800.0 | ||
008 | 150904s2017 a b 001 0 eng d | ||
011 | _aBIB MATCHES WORLDCAT | ||
020 | _a9781292153261 | ||
020 | _a1292153261 | ||
035 | _a(ATU)b19837458 | ||
035 | _a(OCoLC)961340341 | ||
040 |
_aATU _beng _erda _cATU |
||
082 | 0 | 4 |
_a658.83 _223 |
100 | 1 |
_aBurns, Alvin C., _eauthor. _9236057 |
|
245 | 1 | 0 |
_aMarketing research / _cAlvin C. Burns; Louisiana State University, Ann Veeck; Western Michigan University, Ronald F. Bush; University of West Florida. |
250 | _aEighth Edition | ||
250 | _aGlobal Edition | ||
264 | 1 |
_aHarlow, England : _bPearson, _c[2017] |
|
264 | 4 | _a©2017 | |
300 |
_a489 pages : _billustrations (colour) ; _c25 cm. |
||
336 |
_atext _btxt _2rdacontent |
||
337 |
_aunmediated _bn _2rdamedia |
||
338 |
_avolume _bnc _2rdacarrier |
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504 | _aIncludes bibliographical references and index. | ||
505 | 0 | 0 |
_gChapter 1. _tIntroduction to marketing research -- _gChapter 2. _tThe marketing reserach industry -- _gChapter 3. _tThe marketing reserach process and defining the problem and research objectives -- _gChapter 4. _tResearch design -- _gChapter 5. _tSecondary data and packaged information -- _gChapter 6. _tQualitative research techniques -- _gChapter 7. _tEvaluating survey data collection methods -- _gChapter 8. _tUnderstanding measurement, developing questions, and designing the questionnaire -- _gChapter 9. _tSelecting the sample -- _gChapter 10. _tDetermining the size of a sample -- _gChapter 11. _tDealing with fieldwork and data quality issues -- _gChapter 12. _tUnsing descriptive analysis, performing population estimates, and testing hypotheses -- _gChapter 13. _tImplementing basic differences tests -- _gChapter 14. _tMaking use of associations tests -- _gChapter 15. _tUnderstanding regression analysis basics -- _gChapter 16. _tThe research report. |
520 | _a"The Eighth Edition of Marketing Research continues to provide students with a “nuts and bolts” introduction to the field of marketing research. Intended for students with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data. This new edition has been condensed and reorganized for a more streamlined approach. An integrated case study throughout the text helps students relate the material to the real world--and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies." --Publisher's website. | ||
650 | 0 |
_aMarketing research. _9338698 |
|
700 | 1 |
_aVeeck, Ann, _eauthor. _9866848 |
|
700 | 1 |
_aBush, Ronald, _eauthor. _91047822 |
|
907 |
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