000 | 02253nam a22002537a 4500 | ||
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008 | 240502b |||||||| |||| 00| 0 eng d | ||
020 | _a9780415899284 | ||
040 | _cTBS | ||
041 | _aeng | ||
050 |
_aHF5415.2 _b.W74 2013 |
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245 |
_aThe essentials of marketing research _c/ Lawrence S. Silver, [and three others]. |
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250 | _aThird edition. | ||
260 | _aNew York, NY : Routledge, 2013. | ||
300 | _ax, 362 pages : illustrations, charts, tables (black and white) ; 25 cm. | ||
504 | _aIncludes bibliographical references and index. | ||
505 | _aPt. 1. The marketing process and decision making — 1. Introduction to marketing research — 2. Ethics in marketing research — pt. 2. Secondary data and research designs — 3. Secondary data — 4. Research designs: exploratory and qualitative research — 5. Research designs : descriptive and causal research — pt. 3. Measurement, data collection and sampling — 6. Measurement — 7. Primary data collection — 8. Designing the data-gathering instrument — 9. Sampling methods and sample size — 10. Fielding the data-gathering instrument — pt. 4. Data analysis and reporting — 11. Analyzing and interpreting data for decisions — 12. Advanced data analysis — 13. The research report — pt. 5. Cases. | ||
520 | _aIdentifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including: Secondary research and data mining ; Internet marketing research ; Qualitative and exploratory research ; Statistical analysis ; Marketing research ethics. With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills. | ||
650 | 0 |
_aMarketing research _91465 |
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650 | 0 |
_aMarket research _xCase studies _923463 |
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700 |
_aWrenn, Bruce _923464 _eauthor |
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700 |
_aStevens, Robert _923465 _eauthor |
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700 |
_aLoudon, David _923466 _eauthor |
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942 | _2lcc | ||
999 |
_c4088 _d4088 |