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Principles of marketing research ; ed. Richard P. Bagozzi

Secondary Author Bagozzi, Richard P. Publication Oxford : Blackwell Business, cop. 1994 Description xii, 430 p. ISBN 1557865485 Topical name Marketing
Mercado - Estudo
Marketing - Pesquisa CDU 658.8.012.1
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8.012.1 PRI 5088 Available 5088
Total holds: 0

Contents

1. Measurement in marketing research
2. Qualitative marketing research
3. Sampling
4. Mail and telephone surveys in marketing research
5. Regression analysis for marketing decision
6. Experimental design
7. Analysis for experimental data
8. Classic factor analysis
9. Structural equation models in marketing research
10. The evaluation of structural equation models in hypothesis testing

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