Marketing Research

This Hardcover is Not Available through BN.com
Sending request ...

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
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)