$20 · Marketing Research, Third Edition

TITLE: Marketing Research, Third Edition ISBN-10: 0-13-558438-8 ISBN-13: 9780135584385 BINDING: Hardcover PUBLISHED BY: Prentice Hall PAGES: 380 CONDITION: used, good condition, some pages have highlights PRICE: $20 CONTENTS: 1. The Concept of Marketing Research 2. Marketing Research Issues 3. Establishing the Project's Direction 4. Obtaining Secondary Data 5. Methods for Obtaining Primary Data - Surveys 6. Methods for Obtaining Primary Data on Attitues 7. Methods for Obtaining Primary Data - Observations and Experiments 8. Sampling - Its Role in Research 9. Developing the Sample 10. Data Collection 11. Processing the Collection Data 12. Analysis of Data 13. Measuring Differences 14. Measuring Associations 15. Interpretation and Presentation of Data 16. Industrial Marketing Research 17. Ethical Issues 18. Guidelines for Users of Research Appendix A. Developing and Assessing Research Proposals Appendix B. Selected Statistical Tables