000 02642cam a2200349 4500
001 on1127291330
003 AE-DuAU
005 20241127181251.0
008 190610s2020 xx 000 0 eng
020 _a9781292318042 (paperback)
037 _bIslam Publishing
040 _aAU@
_beng
_erda
_cAE-DuAU
_dOCLCO
_dOCLCF
_dUKMGB
_dAPUMS
_dOCLCO
_dAS$
_dNZTOI
_dNLHHG
_dYDX
_dOCLCO
_dOCLCQ
041 _aeng
050 4 _aHF5415.2
_bB779 2020
090 _aHF5415.2 B779 2020
100 1 _aBurns, Alvin C.,
_eauthor.
_9202421
245 1 0 _aMarketing research /
_cAlvin C. Burns) and Ann Veeck
250 _aNinth edition, global edition.
264 1 _aHarlow, England :
_bPearson,
_c2020.
300 _a523 pages :
_bIllustrations ;
_c26 cm.
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references and index.
505 0 _aChapter 1: Introduction to marketing research -- Chapter 2: The marketing research industry -- Chapter 3: The marketing research process and defining the problem and research objectives -- Chapter 4: Research design -- Chapter 5: Secondary data and packaged information -- Chapter 6: Qualitative research techniques -- Chapter 7: Evaluating survey data collection methods -- Chapter 8: Understanding measurements, developing questions and designing the questionnaire -- Chapter 9: Selecting the sample -- Chapter 10: Determining the size of a sample -- Chapter 11: Dealing with fieldwork and data quality issues -- Chapter 12: Using descriptive analysis, performing population estimates and testing hypotheses -- Chapter 13: Implementing basic differences tests -- Chapter 14: Making use of associations tests -- Chapter 15: Understanding regression analysis basics -- Chapter 16: Communicating insights.
520 _a"Written with an emphasis on the practical application of marketing research methods, Marketing research teaches the basic fundamental statistical techniques needed to analyze market data. The 9th edition has been updated to offer the most current insights on forces shaping marketing research, including the widespread adoption of infographics, a pronounced shift toward mobile marketing research, and the impact of big data. Additionally, an updated and integrated case study throughout the text helps students relate the material to the real world -- and their future careers." -- provided by publisher.
650 0 _aMarketing research.
_9202422
650 7 _aBusiness and Management.
_9202423
700 1 _aVeeck, Ann,
_eauthor.
_9202424
942 _2lcc
_cBOOK
999 _c52346
_d52346
907 _a52346