TY  - BOOK
AU  - Parasuraman,A.
AU  - Grewal,Dhruv
AU  - Krishnan,R.
AU  - Krishnan,R.
TI  - Marketing research
SN  - 9780618000623 (hbk.) :
U1  - 658.83 PAR 
PY  - 2003///
CY  - Boston, Mass.
PB  - Houghton Mifflin
KW  - Marketing research
KW  - Business and Management
KW  - ukslc
KW  - Sales & marketing
KW  - thema
N1  - Text on lining papers; Includes bibliographical references and index; 1.The nature and scope of marketing research -- 2.The marketing research process -- 3.Types of marketing research -- 4.Secondary data -- 5.Using geographic information systems for marketing research -- 6.Primary-data collection -- 7.Qualitative research -- 8.Experimentation in marketing research -- 9.Measurement and scaling -- 10.Questionnaire design -- 11.Sampling foundations -- 12.Quality control and initial analysis of data -- 13.Hypothesis testing -- 14.Examing associations: correlation and regression -- 15.Overview of other multivariate techniques -- 16.Presenting research results
ER  -