Essentials of marketing research : putting research into practice /: putting research into practice. (2013)

• Record Type: Book
• Further Information: Note: Kenneth E. Clow, Karen E. James.
• Other Names: Clow, Kenneth E; James, Karen E
• Contents: PART I. INTRODUCTION TO MARKETING RESEARCH; 1. The Role of Marketing Research; 2. The Marketing Research Process; PART II. TYPES OF MARKETING RESEARCH; 3. Secondary Research; 4. Qualitative Research; 5. Observation Research; 6. Experimental Research; 7. Survey Research; PART III. SAMPLING AND MEASUREMENT; 8. Sampling Procedures; 9. Measurement Methods; 10. Marketing Scales; 11. Questionnaire Design; PART IV. ANALYZING AND REPORTING MARKETING RESEARCH; 12. Fundamental Data Analysis; 13. Analysis of Differences and Regression Analysis; 14. Market Research Reports and Presentations
• Publisher Details: Thousand Oaks : SAGE Publications, Inc
• Publication Date: 2013
• Extent: 1 online resource (520 pages)
• Subjects: 658.8/3; Marketing research
• Languages: English
• ISBNs: 9781483315621; 1483315622
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.