TY  - BOOK
AU  - Kinnear, Thomas C. 
AU  - Taylor,  James R.
TI  - Marketing research : an applied approach
T2  - McGraw-Hill series in marketing
SN  - 9780070347571 
U1  - 658.83 
PY  - 1991///
CY  - New York
PB  - McGraw-Hill
KW  - Marketing research
N1  - Includes index; Preface --
pt. 1. Introduction to Marketing Research in Marketing Decision Making --
1. The Marketing Research Role in Marketing Management --
2. The Marketing Research Business --
3. The Marketing Research Process: Concept and Example --
4. The Decision to Undertake Research --
pt. 2. Determine Research Design and Data Sources --
5. Research Design and Data Sources --
6. Secondary Data --
pt. 3. Develop the Data Collection Procedure --
7. The Measurement Process --
8. Attitude Measurement --
9. Causal Designs --
10. Data Collection: Exploratory Research --
11. Data Collection: Conclusive Research --
12. Designing Data Collection Forms --
pt. 4. Sampling Plan and Data Collection --
13. The Basics of Sampling --
14. Simple Random Sampling and Sample Size --
15. More Complex Sampling Procedures --
16. Field Operations --
pt. 5. Data Analysis and Reporting Research Findings --
17. Data Processing --
18. Univariate Data Analysis --
19. Bivariate Data Analysis --
20. Multivariate Data Analysis I: Interdependence Methods --
21. Multivariate Data Analysis II: Dependence Methods --
22. Reporting Research Findings --
pt. 6. Applications --
23. Demand Measurement and Forecasting --
24. Product Research and Test Marketing --
25. Advertising Research --
26. Distribution and Pricing Research --
N2  - 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
ER  -