Fundamentals of marketing research
By: Scott M. Smith, Gerald S. Albaum.
Contributors: Albaum, Gerald S.
Publisher: Sage; SAGE Publications, Inc
Published: 2005
Place of publication: Thousand Oaks, Calif
Language: eng
Number of pages: 881
Subjects: Marketing research
Notes: Includes bibliographical references and index.
Table of contents: title: The nature of marketing research; title: Planning for marketing research and the research process; title: Research design; title: Secondary data and sources; title: Information from respondents; title: Online marketing research; title: Qualitative research and observation; title: Experimentation; title: General concepts of measurement; title: Designing questionnaires; title: Measurement and scaling; title: Sampling procedures; title: Sample size; title: The analysis process; title: Hypothesis testing and univariate analysis; title: Bivariate analysis; title: difference between sample groups; title: Bivariate analysis; title: measures of association; title: Multivariate statistical analysis; title: Multivariate analysis; title: Reporting research results.