Marketing research : text and cases / Harper W. Boyd, Jr., Ralph Westfall, Stanley F. Stasch.
Material type:
TextPublication details: Homewood, Ill. : R.D. Irwin, 1985.Edition: 6th edDescription: xv, 836 p. : ill. ; 25 cmISBN: - 0256031835
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Main Library | NFIC | HF5415.2 BOY (Browse shelf(Opens below)) | Available | 92004005032 |
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| HF5415.2 BEN Key marketing metrics : the 50+ metrics every manager needs to know / | HF5415.2 BEN Key marketing metrics : the 50+ metrics every manager needs to know / | HF5415.2 BIR The effective use of market research : a guide for management / | HF5415.2 BOY Marketing research : text and cases / | HF5415.2 BOY Marketing research : text and cases / | HF5415.2 BOY Marketing research : text and cases / | HF5415.2 BUR Marketing research / |
Includes bibliographical references.
Includes index.
Marketing research: a tool of management -- Scientific method -- Types of research I: exploratory -- Types of research II: conclusive -- Basic methods of collecting data -- Secondary data -- Decision trees, value of perfect information, and Bayesian analysis -- The marketing research process: planning the research project -- Data collection I: basic forms -- Data collection II: attitude measurement -- Introduction to sampling -- Application of sampling methods to marketing problems -- Data collection and the field force -- Tabulation of collected data -- Data analysis I: tests of significance--sampling statistics, chi-square analysis, and analysis of variance -- Data analysis II: explaining observed differences--cross-tabulation, correlation, and regression -- Data analysis III: explaining observed differences--linear discriminant analysis and automatic interaction detector -- Data analysis IV: identifying interdependencies--cluster analysis, factor analysis, and conjoint analysis -- Research presentation and research process evaluation -- Identifying market segments -- Product research -- Advertising research --
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