Bibliographic Information

Marketing research

Donald R. Lehmann, Sunil Gupta, Joel H. Steckel

Addison-Wesley, c1998

Available at  / 19 libraries

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Note

Includes bibliographical references and indexes

Description and Table of Contents

Description

For upper-level undergraduate/graduate-level courses in Marketing Research. These renowned members of the academic community offer a textbook that was written with the intent of being more instructive and less encyclopedic than its competitors. Marketing Research tells a story and is more practical in terms of real world applications. It provides students with a complete analysis of benefits and pitfalls of various research methods and contains state-of-the-art and up-to-date coverage of marketing research related topics. It offers the professor and student up-to-date coverage of the latest marketing research issues.

Table of Contents

I. BASIC CONCEPTS. 1. The Role of Marketing Research. 2. The Value of Information. 3. The Research Process. 4. Sources of Information. II. DATA COLLECTION. 5. Qualitative Research. 6. Experiments. 7. Survey Design. 8. Measurement and Scaling. 9. Sampling in Marketing Research. 10. Data Coding and Editing. III. ANALYTICAL METHODS. 11. Basic Analysis. 12. Comparing Differences in Key Variables. 13. Regression Analysis. 14. Conjoint Analysis. 15. Cluster Analysis. 16. Factor Analysis. 17. Geometric Representation of Objects. 18. Discriminant Analysis. 19. Log it Models. 20. Additional Data Analytic Techniques. 21. Summary.

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Details

  • NCID
    BA36644687
  • ISBN
    • 0321014162
  • LCCN
    97034741
  • Country Code
    us
  • Title Language Code
    eng
  • Text Language Code
    eng
  • Place of Publication
    Reading, MA
  • Pages/Volumes
    xx, 780 p.
  • Size
    25 cm
  • Classification
  • Subject Headings
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