Marketing research : an applied approach (Record no. 35849)

MARC details
000 -LEADER
fixed length control field 02256nam a2200241 a 4500
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 9780070347571
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 0070347573
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 9780071009935
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 0071009930
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.83
Item number KIN
100 ## - MAIN ENTRY--AUTHOR NAME
Personal name Kinnear, Thomas C.
245 ## - TITLE STATEMENT
Title Marketing research : an applied approach
250 ## - EDITION STATEMENT
Edition statement 4th ed.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication New York:
Name of publisher McGraw-Hill,
Year of publication 1991.
300 ## - PHYSICAL DESCRIPTION
Number of Pages xxi, 856 pages :
Other physical details illustrations (some color), maps ;
490 ## - SERIES STATEMENT
Series statement McGraw-Hill series in marketing.
500 ## - GENERAL NOTE
General note Includes index
505 ## - FORMATTED CONTENTS NOTE
Formatted contents note Preface --<br/>pt. 1. Introduction to Marketing Research in Marketing Decision Making --<br/>1. The Marketing Research Role in Marketing Management --<br/>2. The Marketing Research Business --<br/>3. The Marketing Research Process: Concept and Example --<br/>4. The Decision to Undertake Research --<br/>pt. 2. Determine Research Design and Data Sources --<br/>5. Research Design and Data Sources --<br/>6. Secondary Data --<br/>pt. 3. Develop the Data Collection Procedure --<br/>7. The Measurement Process --<br/>8. Attitude Measurement --<br/>9. Causal Designs --<br/>10. Data Collection: Exploratory Research --<br/>11. Data Collection: Conclusive Research --<br/>12. Designing Data Collection Forms --<br/>pt. 4. Sampling Plan and Data Collection --<br/>13. The Basics of Sampling --<br/>14. Simple Random Sampling and Sample Size --<br/>15. More Complex Sampling Procedures --<br/>16. Field Operations --<br/>pt. 5. Data Analysis and Reporting Research Findings --<br/>17. Data Processing --<br/>18. Univariate Data Analysis --<br/>19. Bivariate Data Analysis --<br/>20. Multivariate Data Analysis I: Interdependence Methods --<br/>21. Multivariate Data Analysis II: Dependence Methods --<br/>22. Reporting Research Findings --<br/>pt. 6. Applications --<br/>23. Demand Measurement and Forecasting --<br/>24. Product Research and Test Marketing --<br/>25. Advertising Research --<br/>26. Distribution and Pricing Research --
520 ## - SUMMARY, ETC.
Summary, etc This applied approach to the management use of marketing research is organized according to the logic of marketing research process. The fourth edition includes expanded coverage of CIS, coverage of careers in marketing research, more real-world examples and a new software supplement
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term Marketing research.
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Taylor, James R.
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Reference Books
Holdings
Collection code Home library Current library Shelving location Date acquired Source of acquisition Cost, normal purchase price Full call number Accession Number Koha item type
Reference Main Library Main Library Reference 02/04/1998 Asia Foundation 1600.00 658.83 KIN 004468 Reference Books
Reference Main Library Main Library Reference 02/04/1998 Asia Foundation 1600.00 658.83 KIN 004467 Reference Books

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