Marketing research. ([2020])

• Record Type: Book
• Further Information: Note: Alvin C Burns, Ann Veeck.
• Authors: Burns, Alvin C; Veeck, Ann
• Contents: 1. Introduction to Marketing Research 2. The Marketing Research Industry 3. The Marketing Research Process and Defining the Problem and Research Objectives 4. Research Design 5. Secondary Data and Packaged Information 6. Qualitative Research Techniques 7. Evaluating Survey Data Collection Methods 8. Understanding Measurement, Developing Questions, and Designing the Questionnaire 9. Selecting the Sample 10. Determining the Size of a Sample 11. Dealing with Field Work and Data Quality Issues 12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses 13. Implementing Basic Differences Tests 14. Making Use of Associations Tests 15. Understanding Regression Analysis Basics 16. Communicating Insights.
• Edition: Ninth, global edition
• Publisher Details: Harlow, England : Pearson
• Publication Date: 2020
• Copyright Date: 2020
• Extent: 1 online resource (525 pages)
• Subjects: 658.83; Marketing Research; Marketing; Business; Management; Qualitative Research; Business; Management; Marketing; Marketing research; Qualitative research
• Languages: English
• ISBNs: 9781292318097; 1292318090
• Notes: Note: Includes index.; Note: Description based on print version record.
• 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.