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Textbook
Introducing Marketing ResearchISBN: 978-0-471-49770-7
Paperback
368 pages
May 2002, ©2002
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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Foreword by Robert M Worcester
Foreword by David Smith
Preface
About the Authors
About the Contributors
Part 1 Research Design and Methods
Introduction to Marketing Research
Marketing Research: Design and Process
Desk Research and Secondary Data Collection
Qualitative Research: Data Collection and Analysis
Survey and Questionnaire Design
Part 2 Statistical Considerations
Basic Statistics and Data Analysis
An Introduction to Sampling
Hypothesis Testing and Tests of Association
Hypothesis Testing and Tests of Difference
Part 3 Contexts in Marketing Research
International Marketing Research
Internet Marketing Research
Business to Business Marketd and Marketing Research
Appendix 1: Selected Sources of Secondary Information
Appendix 2: Statistical Tables
Glossary
Index
Foreword by David Smith
Preface
About the Authors
About the Contributors
Part 1 Research Design and Methods
Introduction to Marketing Research
Marketing Research: Design and Process
Desk Research and Secondary Data Collection
Qualitative Research: Data Collection and Analysis
Survey and Questionnaire Design
Part 2 Statistical Considerations
Basic Statistics and Data Analysis
An Introduction to Sampling
Hypothesis Testing and Tests of Association
Hypothesis Testing and Tests of Difference
Part 3 Contexts in Marketing Research
International Marketing Research
Internet Marketing Research
Business to Business Marketd and Marketing Research
Appendix 1: Selected Sources of Secondary Information
Appendix 2: Statistical Tables
Glossary
Index
Related Titles
Introductory Marketing
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