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Marketing research : an applied approach / Thomas C. Kinnear, James R. Taylor.

By: Contributor(s): Series: McGraw-Hill series in marketingPublication details: New York : McGraw-Hill, c1983.Edition: 2nd editionDescription: xviii, 698 p. : ill. ; 25 cmISBN:
  • 007034745X :
Subject(s): DDC classification:
  • 381.072 19 KIN
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Content
Introduction
1. The Marketing Research System
2. The Marketing Research Business
3. An Example Marketing Research
Cases for Part 1.

Part 2. EArly Stages of the Research process
4. The Decision to undertake Research
5. Research Design and Data Sources
6. Secondary Data
Cases for part 2.

Part 3. Sampling
7. The Basics of Sampling
8. Simple Random Sampling and Sample Size
9. More Complex Sampling Procedures
Cases for Part 3

Part 4. Measurement and Causality
10. The measurement process
11. Attitude measurement
12. Causal Designs
Cases for Part 4.

Part 5. Obtaining information from respondents
13. Data Collection methods
14. Designing data collection Forms
15. Field Operation
Cases for Part 5.


Part 6. Final Stages of the Research Process
16. Data Processing
17. Univariate Data Analysis
18. Bivariate Data Analysis
19. Multivariate Data Analysis I : Interdependence Methods
20. Multivariate Data Analysis I : Dependence Methods
21. Reporting Research Findings
Cases for Part 6

Part 7. Applications
22. Demand Measurement and Forecasting
23. Product Research and Test Marketing
24. Advertising Research
cases for Part 7

Includes bibliographies and indexes.

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