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Marketing research : measurement and method a text with cases / Donald S. Tull.

By: Contributor(s): Material type: TextTextPublication details: London : Macmillan, c1980.Edition: 2nd edDescription: xvii,796p. : ill. ; 22 cmISBN:
  • 002421760
  • 0029796407
Subject(s): LOC classification:
  • HF5415.2 .T83 1980
Contents:
Marketing research and decision making -- Research design -- Value and cost of information -- Secondary data -- Survey research, panels, and ex post facto research -- Experimentation -- Measurement and research: Concepts of measurement -- Measurement and research: Questionnaire design -- Measurement and research: Attitude scales -- Measurement and research: Observation, depth interviews, and projective techniques -- Sampling and research: The sampling process -- Sampling and research: Determining sample size -- Analysis of data: Data reduction -- Analysis of data: Statistical techniques -- Problem identification research: Market segmentation, market potential, market share, and sales analysis -- Problem identification research: Sales forecasting -- Problem solution research: Product and pricing research -- Problem solution research : Promotion and distribution research -- The control, evaluation, and reporting of marketing research -- Ethical issues in marketing research.
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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Books Books Zetech Library - TRC General Stacks Non-fiction HF5415.2.T83 1980 (Browse shelf(Opens below)) C.1 Available Z007257

Includes Index

Marketing research and decision making -- Research design -- Value and cost of information -- Secondary data -- Survey research, panels, and ex post facto research -- Experimentation -- Measurement and research: Concepts of measurement -- Measurement and research: Questionnaire design -- Measurement and research: Attitude scales -- Measurement and research: Observation, depth interviews, and projective techniques -- Sampling and research: The sampling process -- Sampling and research: Determining sample size -- Analysis of data: Data reduction -- Analysis of data: Statistical techniques -- Problem identification research: Market segmentation, market potential, market share, and sales analysis -- Problem identification research: Sales forecasting -- Problem solution research: Product and pricing research -- Problem solution research : Promotion and distribution research -- The control, evaluation, and reporting of marketing research -- Ethical issues in marketing research.

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