Marketing research : text and cases
Wrenn, Bruce.
Marketing research : text and cases / Bruce Wrenn, Robert E. Stevens, David L. Loudon. - 2nd ed. - New York : Best Business Books, c2007. - xi, 464 p. : ill. ; 21 cm. + 1 CD-ROM.
Includes bibliographical references (p. 451-455) and index.
Introduction to marketing research — Research designs for management decision making — Secondary data — Primary data collection — Measurement — Designing the data-gathering instrument — Sampling methods and sample size — Fielding the data-gathering instrument — Analyzing and interpreting data for decisions — Advanced data analysis — The research report.
9780789027450
2005037134
Marketing research.
Marketing research--Case studies.
HF5415.2 / .W74 2007
Marketing research : text and cases / Bruce Wrenn, Robert E. Stevens, David L. Loudon. - 2nd ed. - New York : Best Business Books, c2007. - xi, 464 p. : ill. ; 21 cm. + 1 CD-ROM.
Includes bibliographical references (p. 451-455) and index.
Introduction to marketing research — Research designs for management decision making — Secondary data — Primary data collection — Measurement — Designing the data-gathering instrument — Sampling methods and sample size — Fielding the data-gathering instrument — Analyzing and interpreting data for decisions — Advanced data analysis — The research report.
9780789027450
2005037134
Marketing research.
Marketing research--Case studies.
HF5415.2 / .W74 2007
