| Cover image | Item type | Current library | Home library | Collection | Shelving location | Call number | Materials specified | Vol info | URL | Copy number | Status | Notes | Date due | Barcode | Item holds | Item hold queue priority | Course reserves | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Book | LGNRC-DILG-LGA General Books Collection Section | 3.0 | HF 5415.2 Z55 2010 (Browse shelf(Opens below)) | c1 | Available | LGA-000050 | ||||||||||||
| Book | LGNRC-DILG-LGA-LB General Books Collection Section | 3.0 | HF 5415.2 Z55 2010 (Browse shelf(Opens below)) | c1 | Available | LGA-LB-000038 |
Includes bibliographical references and index.
Part 1 : Introduction -- 1. The role of marketing research -- 2. Information systems and knowledge management -- 3. The marketing research process -- 4. The human side of marketing research : organizational and ethical issues -- Part 2 : Designing research studies -- 5. Qualitative research -- 6. Secondary data research in digital age -- 7. Survey research -- 8. Observations -- 9. Conducting marketing experiments -- Part 3 : Measurement -- 10. Measurement and attitude scaling -- 11. Questionnaire design -- Part 4 : Sampling and statistical theory -- 12. Sampling designs and sampling procedures -- 13. Determination of sample size : a review of statistical theory -- Part 5 : Analysis and reporting -- 14. Basic data analysis -- 15. Testing for differences between groups and for relationships among variables -- 16. Communicating research results -- Part 6 : Comprehensive cases with computerized databases.
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