TY  - BOOK
AU  - Lamb, Charles W.
AU  - Lamb, Charles W.
AU  - McDaniel, Carl
TI  - Marketing.
T2  - Great Ideas in Teaching
SN  - 0324068646
AV  - HF5415.L26 
PY  - 2002///
CY  - London
PB  - South-Western
KW  - Marketing
N1  - Includes index; Contents: The Role and value of marketing research information: Marketing research for managerial decision making -- The marketing research process and proposals -- Designing the marketing research project: Secondary data, literature reviews, and hypotheses -- Exploratory and observational research -- Designs and data collection approaches -- Descriptive and causal research designs -- Gathering and collecting accurate data: Sampling: theory and methods -- Measurement and scaling -- Designing the questionnaire -- Data preparation, analysis and reporting the results: Qualitative data analysis -- Preparing data for quantitative analysis -- Basic data analysis for quantitative research -- Examining relationships in quantitative research -- Communicating marketing research findings --
ER  -