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

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.