Fundamentals of marketing research
Scott M. Smith; Gerald S. Albaum
| Year of publication: |
c 2005
|
|---|---|
| Authors: | Smith, Scott M. ; Albaum, Gerald |
| Other Persons: | Albaum, Gerald S. (contributor) |
| Publisher: |
Thousand Oaks, Calif. [u.a.] : Sage |
| Subject: | Marktforschung | Market research | Theorie | Theory | USA | United States | Marketingforschung |
| Description of contents: | Table of Contents [loc.gov] ; Description [loc.gov] ; Description [loc.gov] |
| Extent: | XII, 881 S graph. Darst 24 cm |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Lehrbuch ; Textbook ; Glossar enthalten ; Glossary included |
| Language: | English |
| Notes: | 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 hbk.. - : £69.00 : CIP entry (Nov.) |
| ISBN: | 0-7619-8852-1 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10002030705