Marketing research : within a changing information environment
Hair, Joseph F.; Bush, Robert P.; Ortinau, David J.
Marketing research : within a changing information environment - 3rd Ed., - Boston Mc Graw- Hill 2006 - xxvii, 730 p. 24 cm ; Pbk
Shanthi/IN2433/07-03-16
Part 1: The Role and Value of Marketing Research Information 1 Marketing Research for Managerial Decision Making 2 the Marketing Research Process 3 Information Management for Marketing Decisions: Secondary Data Sources
Part 2: Technology in the Research Process 4 Customer Relationship Management and the Marketing Research Process 5 Marketing Decision Support Systems
Part 3: Designing the Marketing Research Project 6 Exploratory Designs: In-Depth Interviews and Focus Groups 7 Descriptive Research Designs: Survey Methods and Errors 8 Observation Techniques, Experiments, and Test Markets
Part 4: Gathering and Collecting Accurate Data 9 Sampling: Theory and Design 10 Sampling: Methods and Planning 11 Overview of Measurement: Construct Development and Scale Measurement 12 Attitude Scale Measurements Used in Marketing Research 13 Questionnaire Design and Issues
Part 5: Data Preparation, Analysis, and Reporting the Results 14 Coding, Editing, and Preparing Data for Analysis 15 Data Analysis: Testing for Significant Differences 16 Data Analysis: Testing for Association 17 Data Analysis: Multivariate Techniques for the Research Process 18 Preparing the Marketing Research Report and Presentation
9780077109363
Marketing research
658.83 HAI
Marketing research : within a changing information environment - 3rd Ed., - Boston Mc Graw- Hill 2006 - xxvii, 730 p. 24 cm ; Pbk
Shanthi/IN2433/07-03-16
Part 1: The Role and Value of Marketing Research Information 1 Marketing Research for Managerial Decision Making 2 the Marketing Research Process 3 Information Management for Marketing Decisions: Secondary Data Sources
Part 2: Technology in the Research Process 4 Customer Relationship Management and the Marketing Research Process 5 Marketing Decision Support Systems
Part 3: Designing the Marketing Research Project 6 Exploratory Designs: In-Depth Interviews and Focus Groups 7 Descriptive Research Designs: Survey Methods and Errors 8 Observation Techniques, Experiments, and Test Markets
Part 4: Gathering and Collecting Accurate Data 9 Sampling: Theory and Design 10 Sampling: Methods and Planning 11 Overview of Measurement: Construct Development and Scale Measurement 12 Attitude Scale Measurements Used in Marketing Research 13 Questionnaire Design and Issues
Part 5: Data Preparation, Analysis, and Reporting the Results 14 Coding, Editing, and Preparing Data for Analysis 15 Data Analysis: Testing for Significant Differences 16 Data Analysis: Testing for Association 17 Data Analysis: Multivariate Techniques for the Research Process 18 Preparing the Marketing Research Report and Presentation
9780077109363
Marketing research
658.83 HAI