Fundamentals of marketing research /
by Smith, Scott M.
| Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
Books
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University of Sargodha-Central Library | 658.83 SMF (Browse shelf) | Available | 63137 |
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.
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