Boyd, Harper W. <br/><br/>
Marketing research :  text and cases / 
Harper W. Boyd, Jr., Ralph Westfall, Stanley F. Stasch. 
 - 7th ed. 
 - Homewood, Ill :  Irwin,  1989. 
 - xv, 816 p. :  ill. ;  25 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0256068135  
<br/><br/><label>LCCN: </label>88018573 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.<br/>Case studies
<br/><br/><label>Dewey Class. No.: </label>658.83