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Marketing research / Alvin C. Burns, Ronald F. Bush.

By: Burns, Alvin C.
Contributor(s): Bush, Ronald F | Sinha, Nilanjana.
Material type: materialTypeLabelBookCall no.: COMM HF 2014 624644Publication: Boston : Pearson, c2014Edition: Ed. 7, international ed. / international ed. contributions by Nilanjana Sinha.Description: 487 p. : col. ill. ; 26 cm.ISBN: 9780273768517 (pbk.); 0273768514 (pbk.).Subject(s): Marketing research | MK 314 Highly correlated | กต 314 Highly correlated | MK 315 Highly correlated
Contents:
Chapter 1 Introduction to Marketing Research -- Chapter 2 The Marketing Research Industry -- Chapter 3 The Marketing Research Process and Defining the Problem and Research Objectives -- Chapter 4 Research Design -- Chapter 5 Secondary Data and Packaged Information -- Chapter 6 Qualitative Research Techniques -- Chapter 7 Evaluating Survey Data Collection Methods -- Chapter 8 Understanding Measurement, Developing Questions, and Designing the Questionnaire -- Chapter 9 Selecting the Sample -- Chapter 10 Determining the Size of a Sample -- Chapter 11 Dealing with Field Work and Data Quality Issues -- Chapter 12 Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses -- Chapter 13 Implementing Basic Differences Tests -- Chapter 14 Making Use of Associations Tests -- Chapter 15 Understanding Regression Analysis Basics -- Chapter 16 The Research Report.
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Includes bibliographical references and index.

Chapter 1 Introduction to Marketing Research -- Chapter 2 The Marketing Research Industry -- Chapter 3 The Marketing Research Process and Defining the Problem and Research Objectives -- Chapter 4 Research Design -- Chapter 5 Secondary Data and Packaged Information -- Chapter 6 Qualitative Research Techniques -- Chapter 7 Evaluating Survey Data Collection Methods -- Chapter 8 Understanding Measurement, Developing Questions, and Designing the Questionnaire -- Chapter 9 Selecting the Sample -- Chapter 10 Determining the Size of a Sample -- Chapter 11 Dealing with Field Work and Data Quality Issues -- Chapter 12 Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses -- Chapter 13 Implementing Basic Differences Tests -- Chapter 14 Making Use of Associations Tests -- Chapter 15 Understanding Regression Analysis Basics -- Chapter 16 The Research Report.

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