Smith, Scott M.
Fundamentals of marketing research / Scott M. Smith, Gerald S. Albaum. - Thousand Oaks, Calif. : Sage, c2005. - xii, 881 p. : ill. ; 24 cm.
Includes bibliographical references and index.
The nature of marketing research -- Planning for marketing research and the research process -- Research design -- Secondary data and sources -- Information from respondents -- Online marketing research -- Qualitative research and observation -- Experimentation -- General concepts of measurement -- Designing questionnaires -- Sampling procedures in marketing research -- Sample size -- The analysis process : basic concepts of editing, codig, and descriptive analysis -- Hypothesis testing and univariate analysis -- Bivariate analysis : differences between sample groups -- Bivariate analysis : measures of association -- Multivariate statistical analysis -- Multivariate analysis : factor analysis, clustering methods, multidimensional scaling, and conjoint analysis -- Reporting research results.
0761988521 (acidfree paper)
2004009992
Marketing research.
HF5415.2 / .S567 2005
658.8/3
Fundamentals of marketing research / Scott M. Smith, Gerald S. Albaum. - Thousand Oaks, Calif. : Sage, c2005. - xii, 881 p. : ill. ; 24 cm.
Includes bibliographical references and index.
The nature of marketing research -- Planning for marketing research and the research process -- Research design -- Secondary data and sources -- Information from respondents -- Online marketing research -- Qualitative research and observation -- Experimentation -- General concepts of measurement -- Designing questionnaires -- Sampling procedures in marketing research -- Sample size -- The analysis process : basic concepts of editing, codig, and descriptive analysis -- Hypothesis testing and univariate analysis -- Bivariate analysis : differences between sample groups -- Bivariate analysis : measures of association -- Multivariate statistical analysis -- Multivariate analysis : factor analysis, clustering methods, multidimensional scaling, and conjoint analysis -- Reporting research results.
0761988521 (acidfree paper)
2004009992
Marketing research.
HF5415.2 / .S567 2005
658.8/3