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Marketing research / A. Parasuraman, Dhruv Grewal, R. Krishnan.

By: Contributor(s): Material type: TextTextPublication details: Boston, Mass. : Houghton Mifflin, 2003.Description: xxi, 643 p. : ill. (chiefly col.) ; 27 cmISBN:
  • 9780618000623 (hbk.) :
  • 9780618000623
Subject(s): DDC classification:
  • 658.83 PAR
Contents:
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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.83 PAR (Browse shelf(Opens below)) 1 Available 203839

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.

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