Marketing Research / Edition 1

Marketing Research / Edition 1

by Donald R. Lehmann, Sunil Gupta, Don Lehmann
     
 

ISBN-10: 0321014162

ISBN-13: 9780321014160

Pub. Date: 12/05/1997

Publisher: Prentice Hall

Product Details

ISBN-13:
9780321014160
Publisher:
Prentice Hall
Publication date:
12/05/1997
Edition description:
New Edition
Pages:
950
Product dimensions:
7.51(w) x 9.09(h) x 1.52(d)

Table of Contents

I. BASIC CONCEPTS.

1. The Role of Marketing Research.

2. The Value of Information.

3. The Research Process.

4. Sources of Information.

II. DATA COLLECTION.

5. Qualitative Research.

6. Experiments.

7. Survey Design.

8. Measurement and Scaling.

9. Sampling in Marketing Research.

10. Data Coding and Editing.

III. ANALYTICAL METHODS.

11. Basic Analysis.

12. Comparing Differences in Key Variables.

13. Regression Analysis.

14. Conjoint Analysis.

15. Cluster Analysis.

16. Factor Analysis.

17. Geometric Representation of Objects.

18. Discriminant Analysis.

19. Log it Models.

20. Additional Data Analytic Techniques.

21. Summary.

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