Asia Pacific University Library catalogue


Marketing research / Alvin C. Burns, Ann Veeck.

By: Burns, Alvin CContributor(s): Veeck, AnnMaterial type: TextTextHarlow, England : Pearson, c2020Edition: Ninth edition, Global editionDescription: 523 pages : Illustrations ; 26 cmISBN: 9781292318097; 1292318090; 129231804X; 9781292318042Subject(s): Marketing research | Management and Business StudiesLOC classification: HF5415.2 | .B87 2020
Contents:
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
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Open Shelf 		Book HF5415.2 .B87 2020 c.1 (Browse shelf (Opens below)) 1 Available 00012849
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HF5415.157 .G35 1994 c.1 Managing customer value : HF5415.2 .B53 1998 c.1 State of the art marketing research / HF5415.2 .B87 2000 c.2 Marketing research / HF5415.2 .B87 2020 c.1 Marketing research / HF5415.2 .E87 2008 c.1 Essentials of marketing research / HF5415.2 .E87 2008 c.2 Essentials of marketing research / HF5415.2 .F45 2013 c.1 Modern marketing research :

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

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