Kent, Ray
Marketing research : approaches, methods and applications in Europe. / Ray Kent - London : Thomson Learning, 2007. - xix, 592 p. : ill. ; 28 cm.
Contents: Client-based market research -- Academic research in marketing -- Accessing secondary data -- Constructing qualitative data -- Constructing quantitative data: structuring data and measuring variables -- Constructing Quantitative data: developing the instruments of data capture -- Constructing quantitative data: selecting methods -- Constructing quantitative Data: selecting cases -- Mixed research designs -- Analyzing qualitative data -- Analyzing quantitative data: essential descriptive summaries of single variables -- Analyzing relationships between two variables -- Making statistical inferences -- Multivariate analysis -- Alternative methods of data analysis -- Commercial Proprietary Techniques -- Cross-national research -- Communicating the results.
9781844803279
Marketing. --Research
HF5415.2.K33
Marketing research : approaches, methods and applications in Europe. / Ray Kent - London : Thomson Learning, 2007. - xix, 592 p. : ill. ; 28 cm.
Contents: Client-based market research -- Academic research in marketing -- Accessing secondary data -- Constructing qualitative data -- Constructing quantitative data: structuring data and measuring variables -- Constructing Quantitative data: developing the instruments of data capture -- Constructing quantitative data: selecting methods -- Constructing quantitative Data: selecting cases -- Mixed research designs -- Analyzing qualitative data -- Analyzing quantitative data: essential descriptive summaries of single variables -- Analyzing relationships between two variables -- Making statistical inferences -- Multivariate analysis -- Alternative methods of data analysis -- Commercial Proprietary Techniques -- Cross-national research -- Communicating the results.
9781844803279
Marketing. --Research
HF5415.2.K33