Essentials of marketing research [electronic resource] : putting research into practice / Kenneth E. Clow, Karen E. James.
Publication details: Thousand Oaks, Calif. : SAGE, c2014.Description: xxii, 521p. : ill. ; 25 cmContent type:- text
- computer
- online resource
- 9781412991308 (pbk.)
- 1412991307 (pbk.)
| Item type | Current library | Call number | Status | Date due | Barcode | |
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eBooks
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Digital Library | Available |
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
