Fundamentals of marketing research
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| Format: | Book |
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Thousand Oaks, Calif.
Sage
2005
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| Online Access: | Click Here to View Status and Holdings. |
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Table of Contents:
- The nature of marketing research
- Planning for marketing research and the research process
- Research design
- Secondary data and sources
- Information from respondents-- Online marketing research
- Qualitative research and observation
- Experimentation
- General concepts of measurement
- Designing questionnaires
- Sampling procedures in marketing research
- Sample size
- The analysis process : basic concepts of editing, codig, and descriptive analysis
- Hypothesis testing and univariate analysis
- Bivariate analysis : differences between sample groups
- Bivariate analysis : measures of association
- Multivariate statistical analysis
- Multivariate analysis : factor analysis, clustering methods, multidimensional scaling, and conjoint analysis
- Reporting research results
Fundamentals of marketing research