Fundamentals of marketing research /
By: Smith, Scott M
Title By: Albaum, Gerald S
Material type:
BookPublisher: Thousand Oaks, Calif. : Sage, c2005.Description: xii, 881 p. : ill ; 24 cm.ISBN: 0761988521 (acid-free paper)Subject(s): Marketing researchDDC classification: 658.8/3
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.83 SM FU (Browse shelf) | Available | T0024813 |
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| 658.83 PO HA The handbook of online and social media research : tools and techniques for market researchers / | 658.83 PO HA The handbook of mobile market research : tools and techniques for market researchers | 658.83 QU MA Marketing research / | 658.83 SM FU Fundamentals of marketing research / | 658.83 TU MA Marketing research : measurement & method. | 658.83 WA MA Marketing strategy : | 658.83 ZI EX Exploring marketing research / |
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.