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

By:

Burns, Alvin C

Contributor(s):

Bush, Ronald F

Material type: Text

TextLanguage: eng Publication details: Upper Saddle River, N.J. : Prentice Hall, 2010.Edition: 6th edDescription: xxvii, 669 p. : ill. (chiefly col.) ; 27 cmISBN:

9780136027041
9780136027041

Subject(s):

DDC classification:

658.8/3 22

LOC classification:

HF 5415.2 B967m 2010

Contents:

Preface -- Ch. 1. The Nature of Marketing Research -- Ch. 2. The Industry: Structure, Evaluation, and Ethics -- Ch. 3. The Marketing Research Process -- Ch. 4. Defining the Problem and Determining Research Objectives -- Ch. 5. Research Design -- Ch. 6. Secondary Data Sources -- Ch. 7. Syndicated Services -- Ch. 8. Observation, Focus Groups, and Other Qualitative Methods -- Ch. 9. Survey Data Collection Methods -- Ch. 10. Measurement in Marketing Research -- Ch. 11. Designing Data Collection Forms -- Ch. 12. Determining the Sample Plan -- Ch. 13. Determining the Size of a Sample -- Ch. 14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening -- Ch. 15. Basic Data Analysis: Descriptive Statistics -- Ch. 16. Inferring Sample Findings to the Population and Testing for Differences -- Ch. 17. Determining and Interpreting Associations between Two Variables -- Ch. 18. Predictive Analysis in Marketing Research -- Ch. 19. Presenting the Research Results -- Endnotes -- Credits -- Index.

Summary: For the undergraduate Marketing Research course. Marketing Research is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner.

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Holdings
Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Libro	Biblioteca Juan Bosch	Biblioteca Juan Bosch	Ciencias Sociales	Ciencias Sociales (3er. Piso)	HF 5415.2 B967m 2010 (Browse shelf(Opens below))	1	Available		00000149952

Includes bibliographical references and indexes.

Preface --
Ch. 1. The Nature of Marketing Research --
Ch. 2. The Industry: Structure, Evaluation, and Ethics --
Ch. 3. The Marketing Research Process --
Ch. 4. Defining the Problem and Determining Research Objectives --
Ch. 5. Research Design --
Ch. 6. Secondary Data Sources --
Ch. 7. Syndicated Services --
Ch. 8. Observation, Focus Groups, and Other Qualitative Methods --
Ch. 9. Survey Data Collection Methods --
Ch. 10. Measurement in Marketing Research --
Ch. 11. Designing Data Collection Forms --
Ch. 12. Determining the Sample Plan --
Ch. 13. Determining the Size of a Sample --
Ch. 14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening --
Ch. 15. Basic Data Analysis: Descriptive Statistics --
Ch. 16. Inferring Sample Findings to the Population and Testing for Differences --
Ch. 17. Determining and Interpreting Associations between Two Variables --
Ch. 18. Predictive Analysis in Marketing Research --
Ch. 19. Presenting the Research Results --
Endnotes --
Credits --
Index.

For the undergraduate Marketing Research course. Marketing Research is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner.

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