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Marketing research : text and cases

Author: Harper W Boyd; Ralph L Westfall; Stanley F Stasch
Publisher: Homewood, Ill. : R.D. Irwin, 1985.
Edition/Format:   Print book : English : 6th edView all editions and formats
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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Harper W Boyd; Ralph L Westfall; Stanley F Stasch
ISBN: 0256031835 9780256031836
OCLC Number: 11748331
Description: xv, 836 pages : illustrations ; 25 cm
Contents: 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 analysis --
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.
Responsibility: Harper W. Boyd, Jr., Ralph Westfall, Stanley F. Stasch.

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