Marketing research :
Tull, Donald S.
Marketing research : measurement and method a text with cases / Donald S. Tull. - 2nd ed. - London : Macmillan, c1980. - xvii,796p. : ill. ; 22 cm.
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.
002421760 0029796407
Marketing Research
HF5415.2 / .T83 1980
Marketing research : measurement and method a text with cases / Donald S. Tull. - 2nd ed. - London : Macmillan, c1980. - xvii,796p. : ill. ; 22 cm.
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.
002421760 0029796407
Marketing Research
HF5415.2 / .T83 1980