An Applied Orientation with SPSS
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|Format:||Hardback, 816 pages, 4 Revised ed of US e Edition|
|Other Information: ||indices|
|Published In: ||United Kingdom, 31 July 2003|
This text takes a comprehensive look at both the principles and practices of marketing research, with balanced coverage of qualitative and quantitative material.
Table of Contents
Part I Introduction and early phases of marketing research: introduction to marketing research; defining the marketing research problem and developing an approach. Part II Research design formulation: research design; exploratory research design - secondary data; exploratory research design - qualitative research; descriptive research design - survey and observation; causal research design - experimentation; measurement and scaling - fundamentals and comparative scaling; measurement and scaling - noncomparative scaling techniques; questionnaire and form design; sampling - design and procedures; sampling - final and initial sample size determination. Part III Data collection, analysis and reporting: field work; data preparation; frequency distribution, cross-tabulation, and hypothesis testing; analysis of variance and covariance; correlation and regression; discriminant analysis; factor analysis; cluster analysis; multidimensional scaling and conjoint analysis; report preparation and presentation; international marketing research. Appendix: statistical tables.
Winner of the Australian Award for Excellence in Educational Publishing, tertiary (adaptation) single title category in 2002.
|Dimensions: ||25.0 x 20.0 x 3.0 centimeters (2.04 kg)|