Marketing research :an applied approach /
By: Kinnear, Thomas.
Contributor(s): Taylor, James.
Series: McGraw-Hill international editions.Publisher: London : McGraw-Hill, 1996Edition: 5th ed.Description: 880 p. : ill. ; 26 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0071144188; 9780071144186:.Subject(s): Marketing research | Marketing -- Management | Marketing research -- Problems, exercises, etc | Marketing -- Management -- Problems, exercises, etcDDC classification: 658.83Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.83 KIN (Browse shelf(Opens below)) | 1 | Available | M022793 |
Part 1 Introduction to marketing research in decision making: marketing research role in marketing management; the marketing research business; the marketing research process; concept and example; the decision to undertake research. Part 2 Determine research design and data sources: research design and data sourcs; secondary data. Part 3 Develop the data collection procedure; the measurement process; attitude measurement; causal designs; data collection - exploratory research; data collection - conclusive research; designing data collection forms. Part 4 Sampling plan and data collection; the basics of sampling; simple random sampling and sample size; more complex sampling procedures; field operations. Part 5 Data analysis and reporting research findings; data processing; univariate analysis; multivariate data analysis - interdependence and dependence methods; reporting research findings. Part 6 Applications - demand measurement and forecasting; product research and test marketing; advertising research; distribution research and pricing research.