TY  - BOOK
TI  - Marketing research: text and cases
SN  - 0256031835
AV  - HF5415.2 .B65 1985
PY  - 1985///.
CY  - Homewood, Ill.
PB  - R.D. Irwin
KW  - Marketing research
KW  - Case studies
KW  - Marketingforschung
KW  - swd
KW  - Marktonderzoek
KW  - gtt
KW  - Wetenschappelijke technieken
N1  - 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 --
ER  -