Essentials of marketing research/ putting research into practice
Kenneth E. Clow & Karen E. James
- 1st ed.
- Los Angeles: Sage Publications, 2014.
- 496 p.
The role of marketing research -- The marketing research process -- Secondary data and research -- Qualitative research -- Observation research -- Survey research -- Experimental research -- Sampling procedures -- Measurement methods -- Marketing scales -- Questionnaire design -- Fundamental data analysis -- Analysis of differences and regression analysis -- Research reports and presentations.
9781412991308
Marketing research. Commerce. Business & Economics.