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|Additional Physical Format:||Online version:
Boone, Louis E.
Fort Worth : Dryden Press, ©1999
|All Authors / Contributors:||
Louis E Boone; David L Kurtz
|Description:||1 volume (various pagings) : color illustrations ; 28 cm.|
|Contents:||Part 1 Marketing research, the research process, and problem definition: marketing research - a pervasive activity; alternate approaches to marketing intelligence; the research process and problem formulation. Part 2 Determine research design: research design; casual designs. Part 3 Data design collection method and forms; data collection - secondary data; data collection - primary data; data collection forms; attitude measurement. Part 4 Sample design and data collection; sampling procedures; sample size; collecting the data - field procedures and non-sampling errors. Part 5 Analysis and interpretation of data; data analysis - prelimary steps; data analysis - basic questions; data analysis - examination of differences; data analysis - investigation of association; data analysis - discriminant, factor, and cluster analysis. Part 6 The research report: the research report.|
|Series Title:||Dryden Press series in marketing.|
|Responsibility:||Louis E. Boone, David L. Kurtz.|