TY  - BOOK
AU  - Kent, Ray
TI  - Marketing research : approaches, methods and applications in Europe.
SN  -  9781844803279
AV  - HF5415.2.K33 
PY  - 2007///
CY  - London : 
PB  - Thomson Learning
KW  - Marketing research.
KW  - Marketing
KW  - Research
N1  - 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
ER  -