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Basic marketing research / Gilbert A. Churchill, Jr..

By: Material type: TextTextPublication details: Fort Worth, Tx. : The Dryden Bress, Harcourt Brace College Publishers, 1996Edition: 3rd. edDescription: xvii, 863p. : ill. (col.); red/white, pbkISBN:
  • 0030168872
Subject(s): DDC classification:
  • 658.83 CHU
Contents:
1 Introduction to marketing research and problem definition -- Chapter 1 role of market research -- chapter 2. gathering marketing intelligence -- Chapter 4. problem formulation -- part 2. research design types of research design and exploratory research -- Chapter 6. descriptive and casual research designs -- Part 3. Data collection methods -- Chapter 7. secondary data -- chapter 8. standardized marketing information services -- Chapter 9. collecting primary data -- Chapter 10. Collecting Information by questionnaire -- Chapter 11. Collecting information by observation -- part 4. data collectiion forms -- chapter 12. designing the questionnair or observation form -- Chapter 13. Measurement basics -- Chapter 14. Measuring attitudes, perceptions and preference -- Part 5. Sampling and data collection -- Chapter 15.Types of samples and simple random sampling -- chapter 16. stratified and cluster sampling -- Chapter 17. Sample size -- Chapter 18. Collecting the data: Feild procedures and nonsampling errors -- Part 6. Data Analysis -- Chapter 19. Data Analysis: preliminary steps -- Chapter 20. Data Analysis: examining differences -- Chapter 21. Data Analysis: Investigating associations
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.83 CHU (Browse shelf(Opens below)) 1 Available 108017
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.83 CHU (Browse shelf(Opens below)) 1 Available 108016
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.83 CHU (Browse shelf(Opens below)) 1 Available 108015
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.83 CHU (Browse shelf(Opens below)) 1 Available 108018

Includes bibliographical references and index.

1 Introduction to marketing research and problem definition -- Chapter 1 role of market research -- chapter 2. gathering marketing intelligence -- Chapter 4. problem formulation -- part 2. research design types of research design and exploratory research -- Chapter 6. descriptive and casual research designs -- Part 3. Data collection methods -- Chapter 7. secondary data -- chapter 8. standardized marketing information services -- Chapter 9. collecting primary data -- Chapter 10. Collecting Information by questionnaire -- Chapter 11. Collecting information by observation -- part 4. data collectiion forms -- chapter 12. designing the questionnair or observation form -- Chapter 13. Measurement basics -- Chapter 14. Measuring attitudes, perceptions and preference -- Part 5. Sampling and data collection -- Chapter 15.Types of samples and simple random sampling -- chapter 16. stratified and cluster sampling -- Chapter 17. Sample size -- Chapter 18. Collecting the data: Feild procedures and nonsampling errors -- Part 6. Data Analysis -- Chapter 19. Data Analysis: preliminary steps -- Chapter 20. Data Analysis: examining differences -- Chapter 21. Data Analysis: Investigating associations

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