MTU Cork Library Catalogue

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Marketing research : a problem solving approach / Seymour Sudman and Edward Blair.

By: Sudman, Seymour.
Contributor(s): Blair, Edward, 1923-.
Material type: materialTypeLabelBookPublisher: New York ; London : McGraw-Hill, 1998Description: xli, 737 p. : ill. ; 27 cm. + hbk.ISBN: 0079136702 .Subject(s): Marketing research | Export marketingDDC classification: 658.83
Contents:
Part 1: An overview of marketing research -- An introduction to marketing research -- The marketing information system -- Managing marketing research -- An overview of data sources -- Typical ways of answering common research questions -- Part 2: Sources of market research data -- Secondary and syndicated data -- Conducting surveys -- Conducting focus groups and depth interviews -- Conducting experiments -- Part 3: Tools for primary data collection -- Asking questions -- Designing a questionnaire -- Questionnaire Workshop: Evaluating questionnaires -- Sampling -- Determining sample size and increasing sample efficiency -- Part 4: Analyzing data -- Preparing data for analysis -- Univariate data analysis -- Bivariate data analysis -- Multivariate analysis with dependent variables -- Multivariate grouping procedures -- Part 5: Issues in research management -- Communicating research results -- International marketing research -- Ethical issues is marketing research -- Current issues in marketing research.
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
General Lending MTU Bishopstown Library Lending 658.83 (Browse shelf(Opens below)) 1 Available 00070555
Total holds: 0

Includes bibliographical references and index.

Part 1: An overview of marketing research -- An introduction to marketing research -- The marketing information system -- Managing marketing research -- An overview of data sources -- Typical ways of answering common research questions -- Part 2: Sources of market research data -- Secondary and syndicated data -- Conducting surveys -- Conducting focus groups and depth interviews -- Conducting experiments -- Part 3: Tools for primary data collection -- Asking questions -- Designing a questionnaire -- Questionnaire Workshop: Evaluating questionnaires -- Sampling -- Determining sample size and increasing sample efficiency -- Part 4: Analyzing data -- Preparing data for analysis -- Univariate data analysis -- Bivariate data analysis -- Multivariate analysis with dependent variables -- Multivariate grouping procedures -- Part 5: Issues in research management -- Communicating research results -- International marketing research -- Ethical issues is marketing research -- Current issues in marketing research.

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