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Marketing research : online research applications / Alvin C. Burns and Ronald F. Bush.

By: Contributor(s): Material type: TextTextPublication details: New Jersey: Pearson Education, 2002.Edition: 4th edDescription: xxi,642p.: ill.; 22cmISBN:
  • 0131494163
Subject(s): LOC classification:
  • HF5415.2 .B779 2002
Contents:
An introductory to marketing research -- The marketing research process -- The marketing research industry -- Defining the problem and determining research objectives -- Research design -- Secondary data and online information services -- Standardized information sources -- Observation, focus groups, and qualitative methods -- Survey data collection forms -- Measurement in marketing research -- Designing data collection forms -- Determining the sample plan- --Determining the size of the sample -- Data collection in the field, non response error, and questionnaire screening -- Basic data analysis: descriptive statistics -- Generalizing a samples findings to its population and testing hypothesis about percents and means -- Testing for differences between two groups or among more than two groups -- Predictive analysis in marketing research -- Preparing and presenting the research results.
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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Books Books Zetech Library - Pioneer General Stacks Non-fiction HF 5415.2 .B779 2002 (Browse shelf(Opens below)) C1 Available Z001311

Includes Index

An introductory to marketing research -- The marketing research process -- The marketing research industry -- Defining the problem and determining research objectives -- Research design -- Secondary data and online information services -- Standardized information sources -- Observation, focus groups, and qualitative methods -- Survey data collection forms -- Measurement in marketing research -- Designing data collection forms -- Determining the sample plan- --Determining the size of the sample -- Data collection in the field, non response error, and questionnaire screening -- Basic data analysis: descriptive statistics -- Generalizing a samples findings to its population and testing hypothesis about percents and means -- Testing for differences between two groups or among more than two groups -- Predictive analysis in marketing research -- Preparing and presenting the research results.

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