000			01290nam a22001697a 4500
005			20210414113941.0
008			120517t xxu||||| |||| 00| 0 eng d
020			_a 9781844803279
050			_aHF5415.2.K33
100			_aKent, Ray
245			_aMarketing research : approaches, methods and applications in Europe. / _cRay Kent
260			_aLondon : _bThomson Learning, _c2007.
300			_axix, 592 p. : _bill. ; _c28 cm.
505			_aContents: Client-based market research -- Academic research in marketing -- Accessing secondary data -- Constructing qualitative data -- Constructing quantitative data: structuring data and measuring variables -- Constructing Quantitative data: developing the instruments of data capture -- Constructing quantitative data: selecting methods -- Constructing quantitative Data: selecting cases -- Mixed research designs -- Analyzing qualitative data -- Analyzing quantitative data: essential descriptive summaries of single variables -- Analyzing relationships between two variables -- Making statistical inferences -- Multivariate analysis -- Alternative methods of data analysis -- Commercial Proprietary Techniques -- Cross-national research -- Communicating the results.
650			_2Marketing research. _bMarketing. _xResearch
942			_2lcc _cBK
999			_c912 _d8412