Burns, Alvin C. creator Bush, Ronald F. text bibliography nju Upper Saddle River, N.J Prentice Hall 2010 6th ed. monographic eng

print

xxvii, 669 p. : ill. (chiefly col.) ; 27 cm. For the undergraduate Marketing Research course. Marketing Research is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner. Preface -- Ch. 1. The Nature of Marketing Research -- Ch. 2. The Industry: Structure, Evaluation, and Ethics -- Ch. 3. The Marketing Research Process -- Ch. 4. Defining the Problem and Determining Research Objectives -- Ch. 5. Research Design -- Ch. 6. Secondary Data Sources -- Ch. 7. Syndicated Services -- Ch. 8. Observation, Focus Groups, and Other Qualitative Methods -- Ch. 9. Survey Data Collection Methods -- Ch. 10. Measurement in Marketing Research -- Ch. 11. Designing Data Collection Forms -- Ch. 12. Determining the Sample Plan -- Ch. 13. Determining the Size of a Sample -- Ch. 14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening -- Ch. 15. Basic Data Analysis: Descriptive Statistics -- Ch. 16. Inferring Sample Findings to the Population and Testing for Differences -- Ch. 17. Determining and Interpreting Associations between Two Variables -- Ch. 18. Predictive Analysis in Marketing Research -- Ch. 19. Presenting the Research Results -- Endnotes -- Credits -- Index. Alvin C. Burns, Ronald F. Bush. Includes bibliographical references and indexes. Investigación de mercados Mercadeo HF 5415.2 B967m 2010 658.8/3 9780136027041 9780136027041 DLC 090417 20230411090718.0 spa