Marketing research : an applied approach /
Thomas C. Kinnear, James R. Taylor.
- 4th ed.
- New York : McGraw-Hill, c1991.
- xxi, 856 p. : ill. (some col.), maps ; 25 cm.
- McGraw-Hill series in marketing .
Includes bibliographical references and indexes.
Part 1: Introduction to marketing research in marketing decision making -- Marketing research role in marketing management -- The marketing research business -- The marketing research process: Concept and example -- The decision to undertake research -- Cases for Part 1 -- Part 2: Determine research design and data sources -- Research design and data sources -- Secondary data -- Cases for Part 2 -- Part 3: Develop the data collection procedure -- The measurement process -- Attitude measurement -- Causal designs -- Data collection methods -- Designing data collection forms -- Cases for Part 3 -- Part 4: Sample plan and data collection -- The basics of sampling -- Simple random sampling and sample size -- More complex sampling procedures -- Field operations -- Cases for Part 4 -- Part 5: Data analysis and reporting research findings -- Data processing -- Univariate data analysis -- Bivariate data analysis -- Multivariate data analysis I: Interdependence methods -- Multivariate Data analysis II: Dependence methods -- Reporting research findings -- Cases for Part 5 -- Part 6: Applications -- Demand measurement and forecasting -- Product research and test marketing -- Advertising research -- Distribution and pricing research -- Cases for Part 6.