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Marketing research / Alvin C. Burns, Ronald F. Bush Burns, Alvin C

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Creator
Burns, Alvin C
Subjects
Marketing research.; SPSS for Windows
Contents
  • Ch. 1. The Nature of Marketing Research
  • Ch. 2. The Industry: Structure, Evaluation, and Ethics
  • Ch. 3. The Marketing Research Process
  • Ch. 4. Defining the Problem and Determining Research Objectives
  • Ch. 5. Research Design
  • Ch. 6. Secondary Data Sources
  • Ch. 7. Syndicated Services
  • Ch. 8. Observation, Focus Groups, and Other Qualitative Methods
  • Ch. 9. Survey Data Collection Methods
  • Ch. 10. Measurement in Marketing Research
  • Ch. 11. Designing Data Collection Forms
  • Ch. 12. Determining the Sample Plan
  • Ch. 13. Determining the Size of a Sample
  • Ch. 14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening
  • Ch. 15. Basic Data Analysis: Descriptive Statistics
  • Ch. 16. Inferring Sample Findings to the Population and Testing for Differences
  • Ch. 17. Determining and Interpreting Associations between Two Variables
  • Ch. 18. Predictive Analysis in Marketing Research
  • Ch. 19. Presenting the Research Results.
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http://trove.nla.gov.au/work/5855448
Work ID
5855448

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