000			01987cam a2200289 a 4500
008
020			_a0256031835
049			_aMAIN
090			_aHF5415.2
100	1		_aBoyd, Harper W.
245	1	0	_aMarketing research : _btext and cases / _cHarper W. Boyd, Jr., Ralph Westfall, Stanley F. Stasch.
250			_a6th ed.
260			_aHomewood, Ill. : _bR.D. Irwin, _c1985.
300			_axv, 836 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references.
500			_aIncludes index.
505	0		_aMarketing 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 --
650		0	_aMarketing research.
650		0	_aMarketing research _vCase studies.
700	1		_aWestfall, Ralph L.
700	1		_aStasch, Stanley F.
907			_a.b10038449 _b17-01-07 _c17-04-03
003
005			20230120193555.0
040			_cNUST
942			_cBOOKS _kHF5415.2
999			_c101546 _d101546