Marketing research : text and cases / Harper W. Boyd, Jr., Ralph Westfall, Stanley F. Stasch.
Publication details: Homewood, . : Irwin, c1989.Edition: 7th edDescription: xv, 816 p. : ill. ; 25 cmISBN:- 0256068135 :
- 658.83 22 BOY
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Book Closed Access
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Engineering Library | 658.83 BOY (Browse shelf(Opens below)) | 1 | Available | 0025985 |
PART I. INTRODUCTION TO MMARKETING RESEARCH 1.
1. Introduction to marketing research
2. Scientific method and the research process
PART II. THE MARKETING RESEARCH PROCESS
3. Research objectives , information needs, and types of research
4. Types of research I: exploratory
5. Types of research II. Occlusive
6. Search od secondary data
7. Basic methods of collecting data
8. Data collection I. Basic forms
9. Data collection II. Attitude measurement
10. Introduction to sampling
11. Application of sampling methods to marketing problems
12. Data collection and the field force
13. Preparation and tabulation of collected data
14. Data analysis I: Tests of significance-sampling statistics, Chi-square analysis and analysis of variance
15. Data analysis II. Explaining observed differences cross-Tabulation , correlation, and regression
16. Data analysis III. Explaining observed differences-linear discriminant analysis and automatic interaction detector
17. Data analysis IV. Identifying interdependencies-cluster analysis, factor analysis and conjoint analysis
18. Research presentation and research process evaluation
PART III. SELECTED APPLICATIONS OF MARKETING RESEARCH
19. Identifying market segments
20. Product research
21. Advertising research
22. Market and sales analysis research
Includes bibliographical references and index.
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