TY  - BOOK
AU  - Tull, Donald S.
AU  - Hawkins, Del I.
TI  - Marketing research: measurement and method a text with cases 
SN  - 002421760
AV  - HF5415.2 .T83 1980
PY  - 1980///
CY  - London
PB  - Macmillan
KW  - Marketing Research
N1  - 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
ER  -