TY  - BOOK
AU  - Burns,Alvin C.
AU  - Bush,Ronald F.
TI  - Marketing research
SN  - 9780136027041
AV  - HF 5415.2  B967m 2010
U1  - 658.8/3 22
PY  - 2010///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - SPSS for Windows
KW  - Investigación de mercados
KW  - Mercadeo
N1  - Includes bibliographical references and indexes; Preface --
Ch. 1. The Nature of Marketing Research --
Ch. 2. The Industry: Structure, Evaluation, and Ethics --
Ch. 3. The Marketing Research Process --
Ch. 4. Defining the Problem and Determining Research Objectives --
Ch. 5. Research Design --
Ch. 6. Secondary Data Sources --
Ch. 7. Syndicated Services --
Ch. 8. Observation, Focus Groups, and Other Qualitative Methods --
Ch. 9. Survey Data Collection Methods --
Ch. 10. Measurement in Marketing Research --
Ch. 11. Designing Data Collection Forms --
Ch. 12. Determining the Sample Plan --
Ch. 13. Determining the Size of a Sample --
Ch. 14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening --
Ch. 15. Basic Data Analysis: Descriptive Statistics --
Ch. 16. Inferring Sample Findings to the Population and Testing for Differences --
Ch. 17. Determining and Interpreting Associations between Two Variables --
Ch. 18. Predictive Analysis in Marketing Research --
Ch. 19. Presenting the Research Results --
Endnotes --
Credits --
Index
N2  - For the undergraduate Marketing Research course. Marketing Research is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner
ER  -