Marketing research /

Quee, Wong Toon.

Marketing research / Wong Toon Quee. - 3rd edition - Oxford : Butterworth-Heinemann, [1997]. - xvii, 360 p. : ill. ; 25 cm.

Contents;

1. Introduction to marketing research
2. Marketing research process
3. Research design
4. Basics of sampling
5. Data collection methods
6. Designing data collection forms

7. Fielding data collection forms
8. Attitude measurement
9. Product research and test marketing
10. Advertising research
11. Data processing and presentation
12. Data analysis and interpretation: describing data

13. Data analysis and interpretation: testing hypotheses
14. Data analysis and interpretation: measuring association
15. The research report



Index : p. 352-360.

9789810093280 9810093284


Marketing --Research

658.83 / QUE