Essentials of marketing research
Written by: Del I. Hawkins, Donald S. Tull
Category: Non Fiction
Genre: Business, Sales & marketing
Book Details:
ISBN 10: 0023518316
ISBN 13: 9780023518317
Format: Hardback
Publisher: Macmillan Pub. Co., Maxwell Macmillan Canada, Maxwell Macmillan International
Date Published: 1994
Language: English
Condition: Very Good
Appearance: The book is in very good condition with minimal signs of wear. The cover shows slight wear but is intact with no major damage. The pages are clean with no markings, highlighting, or annotations. The binding is tight and the spine is not creased.
Synopsis:
Discussing marketing research, this text covers international research issues, including the design of international studies, sample surveys, test marketing, international secondary data sources, standardized commercial surveys and panels, multinational survey techniques, multinational questionnaire design, and several company cases which deal with international research. Examples of these issues are integrated throughout both the text and the cases. Quantitative data, such as sample size determination, descriptive statistics, basic hypothesis test, analysis of variance (ANOVA) and measures of association, is also included and enables students to test basic hypotheses and analyze project data. The text also contains end-of-chapter review questions, discussion questions and activity/project suggestions.
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