Essentials of marketing research / William R. Dillon, Thomas J. Madden and Neil H. Firtle.
By: Dillon, William R.
Contributor(s): Madden, Thomas J | Firtle, Neil H.
Material type: BookPublisher: Homewood, IL : Irwin, 1993Description: xviii, 556 p. : ill. ; 26 cm.ISBN: 0071141545 ; 0256081123 .Subject(s): Marketing researchDDC 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 | 00070389 |
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.