Marketing research
Subtitle: text and cases
By: Bruce Wrenn, Robert E. Stevens, David L. Loudon.
Contributors: Stevens, Robert E., 1942-; Loudon, David L.
Edition: 2nd ed.
Publisher: Best Business Books
Published: 2007
Place of publication: New York
Language: eng
Number of pages: 464
ISBN-13: 9780789027450; 9780789027467
Subjects: Marketing research.; Marketing research -- Case studies.
Genres: Case studies.
Notes: Includes bibliographical references (p. 451-455) and index.
Table of contents: title: Introduction to marketing research; title: Research designs for management decision making; title: Secondary data; title: Primary data collection; title: Measurement; title: Designing the data-gathering instrument; title: Sampling methods and sample size; title: Fielding the data-gathering instrument; title: Analyzing and interpreting data for decisions; title: Advanced data analysis; title: The research report.