TY  - BOOK
AU  - Hair, Joseph F.; Bush, Robert P.; Ortinau, David J.
AU  - Joseph Hair,; Robert Bush,; David Ortinau
TI  - Marketing research : within a changing information environment
SN  - 9780077109363
U1  - 658.83 HAI 
PY  - 2006///
CY  - Boston
PB  - Mc Graw- Hill
KW  - Marketing research
N1  - Shanthi/IN2433/07-03-16
N2  - 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
ER  -