Burns, Alvin C.,
Marketing research / Alvin C. Burns, Ann Veeck. - Ninth edition, Global edition. - 523 pages : Illustrations ; 26 cm.
Includes bibliographical references and indexes.
1. Introduction to Marketing Research 2. The Marketing Research Industry 3. The Marketing Research Process and Defining the Problem and Research Objectives 4. Research Design 5. Secondary Data and Packaged Information 6. Qualitative Research Techniques 7. Evaluating Survey Data Collection Methods 8. Understanding Measurement, Developing Questions, and Designing the Questionnaire 9. Selecting the Sample 10. Determining the Size of Sample 11. Dealing with Field Work and Data Quality Issues 12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses 13. Implementing Basic Differences Tests 14. Making Use of Associations Tests 15. Understanding Regression Analysis Basics 16. Communicating Insights
9781292318097 1292318090 129231804X 9781292318042
Marketing research.
HF5415.2 / .B87 2020
Marketing research / Alvin C. Burns, Ann Veeck. - Ninth edition, Global edition. - 523 pages : Illustrations ; 26 cm.
Includes bibliographical references and indexes.
1. Introduction to Marketing Research 2. The Marketing Research Industry 3. The Marketing Research Process and Defining the Problem and Research Objectives 4. Research Design 5. Secondary Data and Packaged Information 6. Qualitative Research Techniques 7. Evaluating Survey Data Collection Methods 8. Understanding Measurement, Developing Questions, and Designing the Questionnaire 9. Selecting the Sample 10. Determining the Size of Sample 11. Dealing with Field Work and Data Quality Issues 12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses 13. Implementing Basic Differences Tests 14. Making Use of Associations Tests 15. Understanding Regression Analysis Basics 16. Communicating Insights
9781292318097 1292318090 129231804X 9781292318042
Marketing research.
HF5415.2 / .B87 2020