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Research for marketing decisions

Author: Paul E Green; Donald S Tull
Publisher: Englewood Cliffs, N.J. : Prentice-Hall, ©1978.
Series: Prentice-Hall international series in management.
Edition/Format:   Print book : English : 4th edView all editions and formats
Database:WorldCat
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Document Type: Book
All Authors / Contributors: Paul E Green; Donald S Tull
ISBN: 0137741588 9780137741588
OCLC Number: 3167309
Description: xiii, 673 pages : illustrations ; 24 cm.
Contents: Problem formulation --
Marketing research-content and strategy --
Marketing research-the value and cost of decision-making information --
The tactics of marketing research-research design --
Obtaining and organizing respondent data --
Information from respondents --
The means of obtaining information from respondents --
Measurement and scaling in marketing research --
Sampling procedures in marketing research --
Tabulation of survey data --
Analyzing associative data --
Analyzing associative data-basic concepts --
Multiple and partial regression --
Experimental data-analysis of variance and covariance --
Advanced techniques in analyzing associative data --
Other techniques for analyzing criterion-predictor association --
Factor analysis and clustering methods --
Multidimensional scaling and conjoint analysis --
Selected activities in marketing research --
Forecasting procedures in marketing research --
Brand positioning and market segmentation --
Evaluating new marketing strategies.
Series Title: Prentice-Hall international series in management.
Responsibility: Paul E. Green, Donald S. Tull.

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