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Marketing research : online research applications / Alvin C. Burns, Ronald F. Bush.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, NJ : Prentice Hall, c2003.Edition: 4th edDescription: xxxi, 642 p. : ill. ; 25 cm. + 1 CD-ROM (4 3/4 in.)ISBN:
  • 0130351350
  • 9780130351357
Subject(s):
Contents:
1. An introduction to marketing research -- 2. The marketing research process -- 3. The marketing research industry -- 4. Defining the problem and determining research objectives -- 5. Research design -- 6. Secondary data and online information databases -- 7. Standardized information sources -- 8. Observation, focus groups, and other qualitative methods -- 9. Survey data collection methods -- 10. Measurement in marketing research -- 11. Designing data collection forms -- 12. Determining the sample plan -- 13. Determining the size of a sample -- 14. Data collection in the field, nonresponse error, and questionnaire screening -- 15. Basic data analysis: descriptive statistics -- 16. Generalizing a sample's findings to its population and testing hypotheses about percents and means -- 17. Testing for differences between two groups or among more than two groups -- 18. Determining and interpreting associations among variables -- 19. Predictive analysis in marketing research -- 20. Preparing and presenting the research results.
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Holdings
Item type Current library Home library Collection Shelving location Call number Status Notes Date due Barcode Item holds
AV Circulation AV Circulation FIRST CITY UNIVERSITY COLLEGE FIRST CITY UNIVERSITY COLLEGE AV Circulation CD Cabinet1 658.83 MAR (Browse shelf(Opens below)) Available CD title: SPSS student version 11.0 for Windows DD1074
Total holds: 0

Title on disc: SPSS student version 11.0 for Windows

Accompanying CD-ROM held at Circulation Desk ; DD1074.

Includes bibliographical references and index.

1. An introduction to marketing research -- 2. The marketing research process -- 3. The marketing research industry -- 4. Defining the problem and determining research objectives -- 5. Research design -- 6. Secondary data and online information databases -- 7. Standardized information sources -- 8. Observation, focus groups, and other qualitative methods -- 9. Survey data collection methods -- 10. Measurement in marketing research -- 11. Designing data collection forms -- 12. Determining the sample plan -- 13. Determining the size of a sample -- 14. Data collection in the field, nonresponse error, and questionnaire screening -- 15. Basic data analysis: descriptive statistics -- 16. Generalizing a sample's findings to its population and testing hypotheses about percents and means -- 17. Testing for differences between two groups or among more than two groups -- 18. Determining and interpreting associations among variables -- 19. Predictive analysis in marketing research -- 20. Preparing and presenting the research results.

System requirements for accompanying CD-ROM: IBM PC or compatible ; CD-ROM drive.

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