Boyd, Harper W. <br/><br/>
Marketing research :  text and cases / 
Harper W. Boyd, Jr., Ralph Westfall, Stanley F. Stasch. 
 - 7th ed. 
 - Homewood, . :  Irwin,  c1989. 
 - xv, 816 p. :  ill. ;  25 cm. 
<br/><br/> PART I. INTRODUCTION TO MMARKETING RESEARCH 1.<br/>1. Introduction to marketing research <br/><br/>2. Scientific method and the research process<br/><br/>PART II. THE MARKETING RESEARCH PROCESS<br/>3. Research objectives , information needs, and types of research<br/><br/>4. Types of research I: exploratory<br/><br/>5. Types of research II. Occlusive<br/><br/>6. Search od secondary data<br/><br/>7. Basic methods of collecting data<br/><br/>8. Data collection I. Basic forms<br/><br/>9. Data collection II. Attitude measurement<br/><br/>10. Introduction to sampling<br/><br/>11. Application of sampling methods to marketing problems<br/> <br/>12. Data collection and the field force<br/><br/>13. Preparation and tabulation of collected data<br/><br/>14. Data analysis I: Tests of significance-sampling statistics, Chi-square analysis and analysis of variance<br/><br/>15. Data analysis II. Explaining observed differences cross-Tabulation , correlation, and regression<br/><br/>16. Data analysis III. Explaining observed differences-linear discriminant analysis and automatic interaction detector <br/><br/>17. Data analysis IV. Identifying interdependencies-cluster analysis, factor analysis and conjoint analysis<br/><br/>18. Research presentation and research process evaluation <br/><br/>PART III. SELECTED APPLICATIONS OF MARKETING RESEARCH<br/>19. Identifying market segments<br/><br/>20. Product research<br/><br/>21. Advertising research<br/><br/>22. Market and sales analysis research<br/> 
<br/><br/>Includes bibliographical references and index. 
<br/><br/><label>ISBN: </label>0256068135 : 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.<br/>Marketing research--Case studies.
<br/><br/><label>Dewey Class. No.: </label>658.83  / BOY