ATU Sligo /ATU St Angela's

go

Amazon cover image
Image from Amazon.com

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: 658.83
Contents:
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.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.83 KIN (Browse shelf(Opens below)) 1 Available M022793
Total holds: 0

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.

Share