Marketing Research: Text and Cases
- ISBN-10
- 0789015900
- ISBN-13
- 9780789015907
- Series
- Marketing Research
- Category
- Business & Economics
- Pages
- 395
- Language
- English
- Published
- 2002
- Publisher
- Psychology Press
- Authors
- W. Bruce Wrenn, Bruce Wrenn, David L. Loudon
Description
This text/CD-ROM for an introductory marketing research course shows how to design, conduct, and interpret market research, offering step- by-step instructions, explanations of complex issues such as the interpretation of statistics, 16 case studies, and practice cases. Chapters cover research designs for management decision making, secondary data, primary data collection, measurement, designing the data-gathering instrument, sampling methods and sample size, basic and advanced data analysis, and the research report. The CD-ROM contains SPSS data for cases. Wrenn teaches marketing at Indiana University. c. Book News Inc.
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Other editions
-
- 2023-11-01
- 256 pages
- Ebook
- Thakur Publication Private Limited
-
- 2022-02-02
- 360 pages
- Paperback
- Independently Published
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