000			02256nam a2200241 a 4500
020			_a9780070347571
020			_a0070347573
020			_a9780071009935
020			_a0071009930
082			_a658.83 _bKIN
100			_aKinnear, Thomas C.
245			_aMarketing research : an applied approach
250			_a4th ed.
260			_aNew York: _bMcGraw-Hill, _c1991.
300			_axxi, 856 pages : _billustrations (some color), maps ;
490			_aMcGraw-Hill series in marketing.
500			_aIncludes index
505			_aPreface -- 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 --
520			_aThis 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			_aMarketing research.
700			_aTaylor, James R.
942			_cREF
999			_c35849 _d35849