TY  - BOOK
AU  - Hair,Joseph F.
AU  - Bush,Robert P.
AU  - Ortinau,David J.
TI  - Marketing research :within a changing information environment.
SN  - 0072467576 (alk. paper)
AV  - HF5415.2.H258 
U1  - 658.8/3 21
PY  - 2003///
CY  - Boston
PB  - McGraw-Hill/Irwin
KW  - Marketing research
N1  - Includes bibliographical references and index; Contents: Marketing research information and technology: The Role of marketing research in strategic planning -- The Research process -- Problem definition, research objectives, and marketing research ethics -- Strategic information management: secondary data sources -- Customer relationship management and the marketing research process -- Designing the marketing research project: Marketing and dtabase development -- Marketing decision support systems and business intelligence -- Exploratory designs: in-depth interviews and focus groups -- Descriptive research designs: survey methods and errors -- Observation techniques, experiments and test markets -- Gathering and collecting accurate data: Sampling: theory, designs, and issues in marketing research -- Overview of measurement: construct development and scale measurement -- Attitude scale measurement used in scale survey research -- Questionnaire designs and issues -- Data preparation, analysis and reporting the results: Coding editing and preparing data for analysis -- Data analysis: testing for significant differences -- Data analysis: testing for association -- Data analysis: multiariate techniques for the research process -- Preparing the marketing research report and presentation -- Appendix of statistical tables
ER  -