TY  - BOOK
AU  - Burns, Alvin C.
AU  - Bush Ronald F.
TI  - Marketing research: online research applications
SN  - 981-247-133-2
U1  - BCir. 658.83  Fourth ed.
PY  - 2004///
CY  - -New Jersey
PB  - PEARSON Prenties Hall
KW  - Marketing -- Research
N1  - Include index; Chapter 1. Introduction to marketing research  -- 2. The marketing research process  --3. The marketing process industry process  --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 samples finding to its population and testing hypotheses about percent and means   --17. Testing for differences between two groups or among more than two groups  --18.Determining and interpreting association among variables  --19. Predictive analysis in marketing research  --20. Preparing and presenting the research results
ER  -