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Bib ID: 158731

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You searched Book & Serials - Bib ID: 158731
DC Call No. 658.83 B967M 2017
ISBN 9781292153261 (pbk.)
Author Burns, Alvin C.
Title Marketing research / Alvin C. Burns, Ann Veeck, Ronald F. Bush.
Edition 8th ed., Global ed.
Imprint Harlow, England : Pearson Education, c2017.
Physical Description 489 p. : ill., charts.
Content Note 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 fieldwork 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.
Subject Marketing research
Added Author Veeck, Ann
Added Author Bush, Ronald F.
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Call Number 658.83 B967M 2017
Location CL_General Book
Copy 1
Status Available
Item Number 1000188746

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