TY  - BOOK
AU  - Smith,Scott M.
AU  - Albaum,Gerald S.
TI  - Fundamentals of marketing research
SN  - 0761988521 (acid-free paper)
PY  - 2005///
CY  - Thousand Oaks, Calif.
PB  - SAGE
KW  - Marketing research
N1  - Includes bibliographical references and index; 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
UR  - http://www.loc.gov/catdir/toc/ecip0417/2004009992.html
ER  -