Essentials of marketing research /
Dillon, William R.
Essentials of marketing research / William R. Dillon, Thomas J. Madden and Neil H. Firtle. - Homewood, IL : Irwin, 1993. - xviii, 556 p. : ill. ; 26 cm.
Includes bibliographical references and indexes.
Part I: Marketing research environments -- Marketing research environments -- The marketing research planning process -- The marketing research cycle -- Part II: Acquiring data: An overview -- Secondary information: The major access tools -- On-line data sources and other syndicated sources of purchase behavior and media exposure information -- Qualitative interviewing and research methods -- Survey interviewing methods -- Experimental research methods -- Part III: Sampling theory and practices -- The sampling process -- Sample size determination -- Part IV: Measurement, scaling and questionnaire design -- Concepts of measurement and measurement scales -- Questionnaire design: Including international considerations -- Data-collection activities: Fielding the questionnaire and data preparation -- Part V: Data analysis -- Data analysis: Exploring basic relationships -- Steps in hypothesis testing -- Hypothesis testing of differences -- Correlation and regression analysis -- Part VI: Presenting the research and ethical issues -- Presenting the research -- Ethical issues.
0071141545 0256081123
Marketing research.
658.83
Essentials of marketing research / William R. Dillon, Thomas J. Madden and Neil H. Firtle. - Homewood, IL : Irwin, 1993. - xviii, 556 p. : ill. ; 26 cm.
Includes bibliographical references and indexes.
Part I: Marketing research environments -- Marketing research environments -- The marketing research planning process -- The marketing research cycle -- Part II: Acquiring data: An overview -- Secondary information: The major access tools -- On-line data sources and other syndicated sources of purchase behavior and media exposure information -- Qualitative interviewing and research methods -- Survey interviewing methods -- Experimental research methods -- Part III: Sampling theory and practices -- The sampling process -- Sample size determination -- Part IV: Measurement, scaling and questionnaire design -- Concepts of measurement and measurement scales -- Questionnaire design: Including international considerations -- Data-collection activities: Fielding the questionnaire and data preparation -- Part V: Data analysis -- Data analysis: Exploring basic relationships -- Steps in hypothesis testing -- Hypothesis testing of differences -- Correlation and regression analysis -- Part VI: Presenting the research and ethical issues -- Presenting the research -- Ethical issues.
0071141545 0256081123
Marketing research.
658.83