Fundamentals of marketing research - Smith, Scott M.; Albaum, Gerald S. (Thousand Oaks, Calif. : SAGE, 2005)
The nature of marketing research -- Planning for marketing research and the research process -- Research design -- Secondary data and sources -- Information from respondents -- Online marketing research -- Qualitative research and observation -- Experimentation -- General concepts of measurement -- Designing questionnaires -- Sampling procedures in marketing research -- Sample size -- The analysis process : basic concepts of editing, codig, and descriptive analysis -- Hypothesis testing and univariate analysis -- Bivariate analysis : differences between sample groups -- Bivariate analysis : measures of association -- Multivariate statistical analysis -- Multivariate analysis : factor analysis, clustering methods, multidimensional scaling, and conjoint analysis -- Reporting research results
Includes bibliographical references and index
Keywords: Marketing research