Marketing Research

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Product Details

  • ISBN-13: 9780029468104
  • Publisher: Alpha Books
  • Publication date: 1/1/1987
  • Edition number: 4
  • Pages: 845

Table of Contents

I The Nature of Marketing Research 1
1 Marketing Research in Practice 3
2 Marketing Information and Decision Support Systems 27
3 The Research Process and Research Design 49
II The Sources of Research Data 99
4 Secondary Data 101
5 Commercial Surveys, Audits, and Panels 133
6 Survey Research 163
7 Experimentation 209
8 Experimental Environment 243
III Measurement Techniques in Marketing Research 295
9 Measurement in Marketing Research 297
10 Questionnaire Design 329
11 Direct Response Attitude Scales and Measures of Emotions 371
12 Derived Attitude Scales 403
13 Qualitative Research 441
14 Observation and Physiological Measures 465
IV Sampling and Data Analysis 531
15 Sampling and Research: The Sampling Process 533
16 Sample Size Determination 565
17 Data Reduction and Estimation 593
18 Univariate Hypothesis Tests 627
19 Multivariate Hypothesis Tests 665
20 Measures of Association 677
21 Sales Forecasting 703
V Marketing Research Reports and Ethical Issues 751
22 Marketing Research Reports 753
23 Ethical Issues in Marketing Research 771
Appendixes 817
Glossary G-1
Indexes I-1
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