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Marketing research : measurement and method / Donald S. Tull.
1998
B 70 TUL.M
Available at WIPO Library
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Items
Details
Title
Marketing research : measurement and method / Donald S. Tull.
Edition
Sixth edition.
Description
xviii, 863 pages ; [28] cm
ISBN
8120309618
Alternate Call Number
B 70 TUL.M
Note
Contents : 1. The nature of marketing research : 1. Marketing research in practice; 2. Marketing information and decision support systems; 3. The research process and research design; Section 1. Cases; 2. The sources of research data : 4. Secondary data; 5. Commercial surveys, audits, and panels; 6. Survey research; 7. Experimentation; 8. Experimental environment; Section 2. Cases; 3. Measurement techniques in marketing research : 9. Measurement in marketing research; 10. Questionnaire design; 11. Direct response attitude scales and measures of emotions; 12. Derived attitude scales; 13. Qualitative research; 14. Observation and physiological measures; Section 3. Cases; 4. Sampling and data analysis : 15. The sampling process; 16. Sample size determination; 17. Data reduction and estimation; 18. Univariate hypothesis tests; 19. Multivariate hypothesis tests; 20. Measures of association; 21. Sales forecasting; Section 4. Cases; 5. Marketing research reports and ethical issues : 22. Marketing research reports; 23. Ethical issues in marketing research; Section 5. Cases;.
Series
Published
New Delhi : Prentice-Hall Of India, 1998.
Language
English
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