Lamb, Charles W. creator Lamb, Charles W. McDaniel, Carl text xxu London South-Western 2002 6th ed. monographic eng

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xv, 172 p. ill. Contents: The Role and value of marketing research information: Marketing research for managerial decision making -- The marketing research process and proposals -- Designing the marketing research project: Secondary data, literature reviews, and hypotheses -- Exploratory and observational research -- Designs and data collection approaches -- Descriptive and causal research designs -- Gathering and collecting accurate data: Sampling: theory and methods -- Measurement and scaling -- Designing the questionnaire -- Data preparation, analysis and reporting the results: Qualitative data analysis -- Preparing data for quantitative analysis -- Basic data analysis for quantitative research -- Examining relationships in quantitative research -- Communicating marketing research findings -- Joseph F. Hair Includes index Marketing HF5415.L26 0324068646 150109 20230316103238.0