Normal view MARC view ISBD view

The essentials of marketing research /

by Silver, Lawrence S; Wrenn, Bruce.
Material type: materialTypeLabelBookPublisher: New York : Routledge, 2013Edition: 3rd ed.Description: ix, 362 p. : ill. ; 27 cm.ISBN: 9780415899291 (hbk.); 041589929X (hbk.); 9780415899284 (pbk.); 0415899281 (pbk.); ; .Subject(s): Marketing research | Marketing research -- Case studies
Contents:
The marketing research process and decision making. Introduction to marketing research -- Ethics in marketing research -- Secondary data and research designs. secondary data -- Research designs: exploratory and qualitative research -- Research design: descriptive and causal research -- Measurement, data collection, and sampling. Measurement -- Primary data collection -- Designing the data-gathering instrument -- Sampling methods and sample size -- Fielding the data-gathering instrument -- Data analysis and reporting. Analyzing and interpreting data for decisions -- Advanced data analysis -- The research report -- Cases.
Item type Location Call number Status Date due Barcode Item holds
Book Book
Lee Yan Fong Library

Lee Yan Fong Library

Library Collection 		HF5415.2 W74 2013 (Browse shelf) Available 00006236
Total holds: 0

Rev. ed. of: Marketing research : text and cases / Bruce Wrenn, Robert E. Stevens, David L. Loudon. 2nd ed.

Includes bibliographical references and index.

The marketing research process and decision making. Introduction to marketing research -- Ethics in marketing research -- Secondary data and research designs. secondary data -- Research designs: exploratory and qualitative research -- Research design: descriptive and causal research -- Measurement, data collection, and sampling. Measurement -- Primary data collection -- Designing the data-gathering instrument -- Sampling methods and sample size -- Fielding the data-gathering instrument -- Data analysis and reporting. Analyzing and interpreting data for decisions -- Advanced data analysis -- The research report -- Cases.

Hong Kong Nang Yan College of Higher Education
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG