Marketing Research Measurement and Method: A Text with Cases

Name: Marketing Research Measurement and Method: A Text with Cases
Price: 6.75 USD
Availability: InStock
ISBN: 9780024219329

ISBN-10: 0024219320

ISBN-13: 9780024219329

Edition: 6th

Authors: Donald S. Tull, Delbert I. Hawkins

List price: $86.33

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Book details

List price: $86.33
Edition: 6th
Publisher: Prentice Hall PTR
Binding: Hardcover
Pages: 880
Size: 8.00" wide x 9.75" long x 1.25" tall
Weight: 3.498
Language: English



The Nature of Marketing Research


Marketing Research in Practice


Marketing Information and Decision Support Systems


The Research Process and Research Design


The Sources of Research Data


Secondary Data


Commercial Surveys, Audits, and Panels


Survey Research


Experimentation


Experimental Environment


Measurement Techniques in Marketing Research


Measurement in Marketing Research


Questionnaire Design


Direct Response Attitude Scales and Measures of Emotions


Derived Attitude Scales


Qualitative Research


Observation and Physiological Measures


Sampling and Data Analysis


Sampling and Research: The Sampling Process


Sample Size Determination


Data Reduction and Estimation


Univariate Hypothesis Tests


Multivariate Hypothesis Tests


Measures of Association


Sales Forecasting


Marketing Research Reports and Ethical Issues


Marketing Research Reports


Ethical Issues in Marketing Research


Appendixes


Glossary


Indexes