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Marketing research / Alvin C. Burns, Ronald F. Bush

Main Author Burns, Alvin C. Coauthor Bush, Ronald F. Edition 2nd ed. Publication Upper Saddle River : Prentice-Hall, 1998 Description XXI, 637 p. ISBN 0138966060 Abstract Índice: 1. The nature of marketing research; 2. The industry: strtucture, evaluation, and ethics 18; 3. The marketing research process 56; 4. Defining the problem and determining research objectives 82; 5. Research design 108; 6. Secondary data sources 138; 7. Syndicated services 170; 8. Observation, focus groups, and other qualitative methods 206; 9. Survey data collection methods 242; 10. Measurement in marketing research 282; 11. Designing data collection forms 320; 12. Determining the sample plan 356; 13. Determining the size of a sample 390; 14. Data collection in the field, nonresponse error, and questionnaire screening 420; 15. Basic data analysis: descriptive statistics 450; 16. Inferring sample findings to the population and testing for differences 486; 17. Determining and interpreting associations between two variables 532; 18. Predictive analysis in marketing research 570; 19. Presenting the research results 610
 Mainstream, undergraduate text for Marketing Research course with special applications to SPSS for Windows. Topical name estudos de mercado
Investigação - Métodos CDU 658.8.012.1
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Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8.012.1 BUR 2772 Available 2772
Total holds: 0

Índice: 1. The nature of marketing research; 2. The industry: strtucture, evaluation, and ethics 18; 3. The marketing research process 56; 4. Defining the problem and determining research objectives 82; 5. Research design 108; 6. Secondary data sources 138; 7. Syndicated services 170; 8. Observation, focus groups, and other qualitative methods 206; 9. Survey data collection methods 242; 10. Measurement in marketing research 282; 11. Designing data collection forms 320; 12. Determining the sample plan 356; 13. Determining the size of a sample 390; 14. Data collection in the field, nonresponse error, and questionnaire screening 420; 15. Basic data analysis: descriptive statistics 450; 16. Inferring sample findings to the population and testing for differences 486; 17. Determining and interpreting associations between two variables 532; 18. Predictive analysis in marketing research 570; 19. Presenting the research results 610

Mainstream, undergraduate text for Marketing Research course with special applications to SPSS for Windows.

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