Title Statements
- Full title :Marketing research / Alvin C. Burns, Louisiana State University, Ann Veeck, Western Michigan University, Ronald F. Bush, University of West Florida.
Edition Statements
- Publication Date:2020
- Edition:Ninth edition
Publication Statements
- Publisher(s):Pearson Education
- Place of Publication:New York
- Language:eng
- Publication Date:2020
The Physical Object
- Description:xxvii, 495 pages : : color illustrations ; : 26 cm
Edition Identifiers
- ISBN:9780134895123, 0134895126
- oclc:on1065856754
- LC Classification:HF5415.2
- Dewey Decimal:658.8/3
Table of Contents
Introduction to marketing research -- The marketing research industry -- The marketing research process and defining the problem and research objectives -- Research design -- Secondary data and packaged information -- Qualitative research techniques -- Evaluating survey data collection methods -- Understanding measurement, developing questions, and designing the questionnaire -- Selecting the sample -- Determining the size of a sample -- Dealing with fieldwork and data quality issues -- Using descriptive analysis, performing population estimates, and testing hypotheses -- Implementing basic differences tests -- Making use of associations tests -- Understanding regression analysis basics -- Communicating insights.
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