000			01637nam a22002177a 4500
999			_c3470 _d3470
008			120321t xxu||||| |||| 00| 0 eng d
020			_a002421760
020			_a0029796407
040			_aZET-Ke
050			_aHF5415.2 _b.T83 1980
100			_aTull, Donald S. _9197
245			_aMarketing research : _bmeasurement and method a text with cases / _cDonald S. Tull.
250			_a2nd ed.
260			_aLondon : _bMacmillan, _cc1980.
300			_axvii,796p. : _bill. ; _c22 cm.
500			_aIncludes Index
505			_aMarketing 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.
650			_aMarketing Research _9198
700			_aHawkins, Del I.
942			_2lcc _cBK _hHF5415.2 _kHF5415.2 _m.T83 1980