Marketing research : text and cases / Harper W. Boyd, Jr., Ralph Westfall, Stanley F. Stasch.
By: Boyd, Harper W.
Contributor(s): Westfall, Ralph L | Stasch, Stanley F.
Material type: BookPublisher: Homewood, Ill : Irwin, 1989Edition: 7th ed.Description: xv, 816 p. : ill. ; 25 cm.ISBN: 0256068135 .Subject(s): Marketing research | Case studiesDDC classification: 658.83Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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General Lending | MTU Bishopstown Library Lending | 658.83 (Browse shelf(Opens below)) | 1 | Available | 00082312 |
Includes bibliographical references and index.
Part I: Introduction to marketing research -- Introduction to marketing research -- Scientific method and the research process -- Part II: The marketing research process -- Research objectives, information needs and types of research -- Types of research I: Exploratory -- Types of research II: Conclusive -- Search of secondary data -- Basic methods of collecting data -- Data collection I: Basic forms -- Data collection II: Attitude measurement -- Introduction to sampling -- Application of sampling methods to marketing problems -- Data collection and the field force -- Preparation and tabulation of collected data -- Data analysis I: Tests of significance - Sampling statistics, Chi-square analysis and analysis of variance -- Data analysis II: Explaining, observed differences - Cross-tabulation, correlation and regression -- Data analysis III: Explaining observed differences - Linear discriminant analysis and automatic interaction detector -- Data analysis IV: Identifying interdependents - Cluster analysis, factor analysis and conjoint analysis -- Research presentation and research process evaluation -- Part III: Selected applications of marketing research -- Identifying market segments -- Product research -- Advertising research -- Market and sales analysis research.