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Contents |
Introduction to marketing research -- Research designs for management decisions -- Experimentation -- Measurement -- Introduction to data collection -- Designing the data-gathering instrument -- Fielding the data-gathering instrument -- Sampling methods and sample size -- Analyzing and interpreting data for decisions -- Advanced data analysis -- The research report -- Industrial and international market research -- Mail surveys -- Concept/product testing. |
Bibliography note | Includes bibliographical references and index. |
LCCN | 2005003578 |
ISBN | 0789024160 (hbk.) |
ISBN | 9780789024169 (hbk.) |
ISBN | 0789024179 (pbk.) |
ISBN | 9780789024176 (pbk.) |