The marketing research guide /
The marketing research guide /
Robert E. Stevens ... [et al.].
- 2nd ed.
- New York : Best Business Books, c2006.
- xv, 425 p. : ill. ; 23 cm.
Includes bibliographical references and index.
Introduction to marketing research -- Research designs for management decisions -- Experimentation -- Measurement -- Introduction to data collection -- Designing the data gathering instrument -- Fielding the data gathering instrument -- Sampling methods and sample size -- Analyzing and interpreting data for decisions -- Advanced data analysis -- The research report -- Industrial and international market research -- Mail surveys -- Concept/product testing.
0789024160 (hbk. ) 0789024179 (pbk.)
2005003578
Marketing research.
HF5415.2 / .M35585 2006
Includes bibliographical references and index.
Introduction to marketing research -- Research designs for management decisions -- Experimentation -- Measurement -- Introduction to data collection -- Designing the data gathering instrument -- Fielding the data gathering instrument -- Sampling methods and sample size -- Analyzing and interpreting data for decisions -- Advanced data analysis -- The research report -- Industrial and international market research -- Mail surveys -- Concept/product testing.
0789024160 (hbk. ) 0789024179 (pbk.)
2005003578
Marketing research.
HF5415.2 / .M35585 2006