Marketing research : text and cases / Bruce Wrenn, Robert E. Stevens and David L. Loudon.
Publication details: New York : Best Business Books, 2007.Edition: 2nd edDescription: xi, 464 p. : ill. ; 1 CD-ROM (4 3/4 in.)ISBN:- 9780789027450 (hard : alk. paper)
- 658.83 Q1
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658.83 P61 Business to business market research : | 658.83 P8 Marketing research: | 658.83 Q02 More Guerrilla Marketing Research : | 658.83 Q1 Marketing research : | 658.83 Q5 Marketing research : | 658.83 Q8 Market research: the process, data, and methods using stata/ | 658.834 2 Q0 Consumer behavior/ |
Includes bibliographical references (p. 451-455) and index.
Introduction to marketing research -- Research designs for management decision making -- Secondary data -- Primary data collection -- Measurement -- Designing the data-gathering instrument -- Sampling methods and sample size -- Fielding the data-gathering instrument -- Analyzing and interpreting data for decisions -- Advanced data analysis -- The research report.
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