Marketing research : methodological foundations / Dawn Iacobucci, Gilbert A. Churchill
Call number: 658.83 I11M Material type:
TextPublication details: Australia : South-Western, 2010Edition: 10th edDescription: xx, 604 p. : ill. ; 26 cmISBN: - 9780538743778
- 0538743778
- 658.83 I11M
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PBRU Library บรรณราชฯ ชั้น 4 | หนังสือภาษาอังกฤษ ชั้น 4 | 658.83 I11M (Browse shelf(Opens below)) | 1 | Available | 1000161933 |
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| 658.83 B154T Trillion-dollar moms : | marketing to a new generation of mothers / | 658.83 B789M Matketing research text and cases / | 658.83 B789M Matketing research text and cases / | 658.83 I11M Marketing research : | methodological foundations / | 658.83 I11M 2005 Marketing research : | methodological foundations / | 658.83 K51M Marketing research / | 658.83 L886C Consumer behavior : concepts and applications / |
Part 1: Marketing research and the research process -- Marketing research : it's everywhere! -- Alternative approaches to marketint intelligence -- The research process and problem formulation -- Part 2: Determine research design -- Research design, exploratory research, and qualitative data -- Descriptive research -- Causal designs -- Part 3: Design data-collection methods and forms -- Data collection : secondary data -- Data collection : primary data -- Questionnaires and data-collection forms -- Attitude measurement -- Part 4: Sample design for data collection and sample size -- Sampling procedures -- Determining sample size -- Field procedures for collecting the data -- Part 5: Data analysis and interpretation -- Preprocessing the data, and doing cross-tabs -- Data analysis - basic questions -- Are my groups the same of different? -- Are these variables related? -- Multivariate data analysis -- Part 6: The research report -- The research report
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