01933nam a2200253Ia 4500001001100000005001700011008004100028020001500069020001800084050002400102090001600126245009900142250001200241260003900253300002900292504005200321505113600373650002401509650003801533650002901571650002501600650003901625999001501664000000979820251012174510.0  840412s1985    ilua     b    001 0 eng  a0256031835  a978025603183614aHF5415.2b.B65 198504a658.8/321910aMarketing research :btext and casescHarper W. Boyd, Jr., Ralph Westfall, Stanley F. Stasch.   a6th ed.  aHomewood, Ill.bR.D. Irwinc1985.   axv, 836 p.bill.c25 cm.  aIncludes bibliographical references and index. 0 aMarketing 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 -- 0aMarketing research. 0aMarketing researchvCase studies.07aMarketingforschung.2swd17aMarktonderzoek.2gtt17aWetenschappelijke technieken.2gtt  c4779d4779