000			01194nam a22001817a 4500
008			150703b xxu||||| |||| 00| 0 eng d
020			_a978013307467
050			_aHF5415.2.B779
100			_aBurns, Alvin C.
245			_aMarketing research. / _cAlvin C. Burns
250			_a7th ed.
260			_aBoston: _bPearson, _c2014.
300			_a487p.: _bills.; _c26cm.
500			_aIncludes index.
505			_aContents: Introduction to marketing research -- The marketing research industry -- The marketing research process and defining the problem and research objectives -- Research design -- Secondary data and packaged information -- Qualitative research techniques -- Evaluating survey data collection methods -- Understanding measurement, developing questions, and designing the questionnaire -- Selecting the sample -- Determining the size of a sample -- Dealing with field work and data quality issues -- Using descriptive analysis, performing population estimates, and testing hypotheses -- Implementing basic differences tests -- Making use of associations tests -- Understanding regression analysis basics -- The research report.
700			_aBush, Ronald F.
942			_2lcc _cBK
999			_c5609 _d13109