| Edition |
2nd ed. |
| Description |
xi, 464 p. : ill. ; 21 cm. + 1 computer optical disc (4 3/4 in.) |
| Bibliography |
Includes bibliographical references (p. 451-455) and index. |
| Contents |
Introduction to marketing research -- Research designs for management decision making -- Secondary data -- Primary data collection -- Measurement -- Designing the data-gathering instrument -- Sampling methods and sample size -- Fielding the data-gathering instrument -- Analyzing and interpreting data for decisions -- Advanced data analysis -- The research report. |
| Subject |
Marketing research.
|
|
Marketing research -- Case studies.
|
| Added Author |
Stevens, Robert E., 1942-
|
|
Loudon, David L.
|
| ISBN |
0789027461 (soft : alk. paper) |
|
0789027453 (hard : alk. paper) |
|
9780789027450 (hard : alk. paper) |
|
9780789027467 (soft : alk. paper) |
| Standard No. |
YDXCP 2396670 |
|
YDXCP 2396669 |
|
