000			01933nam a2200253Ia 4500
001			0000009798
005			20251012174510.0
008			840412s1985 ilua b 001 0 eng
020			_a0256031835
020			_a9780256031836
050	1	4	_aHF5415.2 _b.B65 1985
090	0	4	_a658.8/3 _219
245	1	0	_aMarketing research : _btext and cases _cHarper W. Boyd, Jr., Ralph Westfall, Stanley F. Stasch.
250			_a6th ed.
260			_aHomewood, Ill. _bR.D. Irwin _c1985.
300			_axv, 836 p. _bill. _c25 cm.
504			_aIncludes bibliographical references and index.
505	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 --
650		0	_aMarketing research.
650		0	_aMarketing research _vCase studies.
650	0	7	_aMarketingforschung. _2swd
650	1	7	_aMarktonderzoek. _2gtt
650	1	7	_aWetenschappelijke technieken. _2gtt
999			_c4779 _d4779