01933nam a2200253Ia 4500 0000009798 20251012174510.0 840412s1985 ilua b 001 0 eng 0256031835 9780256031836 HF5415.2 .B65 1985 658.8/3 19 Marketing research : text and cases Harper W. Boyd, Jr., Ralph Westfall, Stanley F. Stasch. 6th ed. Homewood, Ill. R.D. Irwin 1985. xv, 836 p. ill. 25 cm. Includes bibliographical references and index. Marketing research: a tool of management -- Scientific method -- Types of research I: exploratory -- Types of research II: conclusive -- Basic methods of collecting data -- Secondary data -- Decision trees, value of perfect information, and Bayesian a nalysis -- The marketing research process: planning the research project -- Data collection I: basic forms -- Data collection II: attitude measurement -- Introduction to sampling -- Application of sampling methods to marketing problems -- Data collection and the field force -- Tabulation of collected data -- Data analysis I: tests of significance--sampling statistics, chi-square analysis, and analysis of variance -- Data analysis II: explaining observed differences--cross-tabulation, correlation, and regression -- Data analysis III: explaining observed differences--linear discriminant analysis and automatic interaction detector -- Data analysis IV: identifying interdependencies--cluster analysis, factor analysis, and conjoint analysis -- Research presentation and research process evaluation -- Identifying market segments -- Product research -- Advertising research -- Marketing research. Marketing research Case studies. Marketingforschung. swd Marktonderzoek. gtt Wetenschappelijke technieken. gtt 4779 4779