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Fundamentals of marketing research / Scott M. Smith, Gerald S. Albaum.

By: Contributor(s): Material type: TextPublication details: Thousand Oaks, Calif. : SAGE, c2005.Description: xii, 881 p. : ill. ; 24 cmISBN:
  • 0761988521 (acidfree paper)
Subject(s): DDC classification:
  • 658.83 SMI [Shelf 80]
LOC classification:
  • 658.83 SMI
Online resources:
Contents:
The nature of marketing research -- Planning for marketing research and the research process -- Research design -- Secondary data and sources -- Information from respondents -- Online marketing research -- Qualitative research and observation -- Experimentation -- General concepts of measurement -- Designing questionnaires -- Sampling procedures in marketing research -- Sample size -- The analysis process : basic concepts of editing, codig, and descriptive analysis -- Hypothesis testing and univariate analysis -- Bivariate analysis : differences between sample groups -- Bivariate analysis : measures of association -- Multivariate statistical analysis -- Multivariate analysis : factor analysis, clustering methods, multidimensional scaling, and conjoint analysis -- Reporting research results.
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Reference Indian Institute Of Management, Shillong 658.83 SMI [Shelf 80] (Browse shelf(Opens below)) Not for loan 0005677

Includes bibliographical references and index.

The nature of marketing research -- Planning for marketing research and the research process -- Research design -- Secondary data and sources -- Information from respondents -- Online marketing research -- Qualitative research and observation -- Experimentation -- General concepts of measurement -- Designing questionnaires -- Sampling procedures in marketing research -- Sample size -- The analysis process : basic concepts of editing, codig, and descriptive analysis -- Hypothesis testing and univariate analysis -- Bivariate analysis : differences between sample groups -- Bivariate analysis : measures of association -- Multivariate statistical analysis -- Multivariate analysis : factor analysis, clustering methods, multidimensional scaling, and conjoint analysis -- Reporting research results.

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