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Marketing research / Wong Toon Quee.

By: Publication details: Oxford : Butterworth-Heinemann, [1997]. Edition: 3rd editionDescription: xvii, 360 p. : ill. ; 25 cmISBN:
  • 9789810093280
  • 9810093284
Subject(s): DDC classification:
  • 22 658.83  QUE
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book Open Access Book Open Access Science and Education Library 658.83 QUE (Browse shelf(Opens below)) 1 Available NAGL22020429

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.

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