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Clow, Kenneth E.

Essentials of marketing research putting research into practice / [electronic resource] : Kenneth E. Clow, Karen E. James. - Thousand Oaks, Calif. : SAGE, c2014. - xxii, 521p. : ill. ; 25 cm.

Includes bibliographical references (p. 468-480) and index.

The role of marketing research
The marketing research process
Secondary data and research
Qualitative research
Observation research
Survey research
Experimental research
Sampling procedures
Measurement methods
Marketing scales
Questionnaire design
Fundamental data analysis
Analysis of differences and regression analysis
Research reports and presentations

ISBN: 9781412991308 (pbk.) 1412991307 (pbk.)

LCCN: 2012037172

Subjects--Topical Terms:
Marketing research.

Index Terms--Genre/Form:
Electronic books