Marketing research / A. Parasuraman, Dhruv Grewal, R. Krishnan.
Material type: TextPublication details: Boston, Mass. : Houghton Mifflin, 2003.Description: xxi, 643 p. : ill. (chiefly col.) ; 27 cmISBN:- 9780618000623 (hbk.) :
- 9780618000623
- 658.83 PAR
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.