Basic marketing research. / Gilbert A. Churchill Jr., Tom J. Brown, Tracy A. Suter.
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2.C49 (Browse shelf) | 1 | Available | 7636/63/14 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2.C491 (Browse shelf) | 2 | Available | 7637/64/14 |
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HF5415.2.B72 Marketing research: tools and techniques. / | HF5415.2.B779 Marketing research. / | HF5415.2.C49 Basic marketing research. / | HF5415.2.C491 Basic marketing research. / | HF5415.2. F67 Internet marketing intelligence: research tools, techniques , and resources. / | HF5415.2.M3823 Marketing research. / | HF5415.2.M3825 Marketing research essentials. / |
Includes access code for free 4 month subscription to InfoTrac college edition, the online library (http://www.qualtrics.com/basic).
Contents: The role of marketing research -- Gathering marketing intelligence:the systems approach -- Gathering marketing intelligence:the project approach -- Problem formulation -- Types of research design and exploratory research -- Descriptive and causal research designs -- Secondary data -- Standardized marketing information service -- Collecting primary data -- Collecting information by communication -- Collecting Information by observation -- Asking good questions:measurement basic -- Measuring attitudes and other variables -- Designing the questionnaire or observation form -- Developing the sampling plan -- Determining sample size -- Collecting the data:nonsampling errors and response rate calculation -- Data analysis:preliminary steps -- Data analysis:analyzing individual variable and basic of hypothesis testing -- Data analysis:analyzing multiple variables simultaneously -- The research report --
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