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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
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 _a.b19837458
_b06-09-21
_c28-02-17
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