Essentials of marketing research /
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| Autor principal: | |
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| Otros Autores: | , |
| Formato: | Libro |
| Publicado: |
Homewood, IL ; Boston, MA :
Irwin,
c1993.
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| Colección: | The Irwin series in marketing
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| Materias: | |
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Tabla de Contenidos:
- Ch. 1 Marketing Research Environments 4;Ch. 2 The Marketing Research Planning Process 20;Ch. 3 The Marketing Research Cycle 46;Ch. 4 Secondary Information: The Major Access Tools 74;Ch. 5 On-Line Data Sources and Other Syndicated Sources of Purchase Behavior and Media Exposure Information 104;Ch. 6 Qualitative Interviewing and Research Methods 130;Ch. 7 Survey Interviewing Methods 152;Ch. 8 Experimental Research Methods 178;Ch. 9 The Sampling Process 212;Ch. 10 Sample Size Determination 238;Ch. 11 Concepts of Measurement and Measurement Scales 270;Ch. 12 Questionnaire Design: Including International Considerations 298;Ch. 13 Data-Collection Activities: Fielding the Questionnaire and Data Preparation 330;Ch. 14 Data Analysis: Exploring Basic Relationships 370;Ch. 15 Steps in Hypothesis Testing 392;Ch. 16 Hypothesis Testing of Differences 412;Ch. 17 Correlation and Regression Analysis 448;Ch. 18 Presenting the Research 500;Ch. 19 Ethical Issues 516;Appendix: Statistical Tables 531;Photo Credits 541;Name Index 543;Subject Index 549