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Marketing Research : Donald R. Lehmann, Sunil Gupta, Joel H. Steckel.
Material type:
TextPublication details: Massachusetts Addison-Wesley, 1998. Description: xx, 780 p. : ill. ; 24 cmISBN: - 0321014162
- 0321014162
- 9780321014160
- 658.83 LEH
| Item type | Current library | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|
| Standard Loan | Moylish Library Main Collection | 658.83 LEH (Browse shelf(Opens below)) | Available | R05815XKRCC | ||
| Standard Loan | Thurles Library Main Collection | 658.83 LEH (Browse shelf(Opens below)) | Available | R11876KRCT | ||
| Standard Loan | Thurles Library Main Collection | 658.83 LEH (Browse shelf(Opens below)) | Available | R05814WKRCC | ||
| Standard Loan | Thurles Library Main Collection | 658.83 LEH (Browse shelf(Opens below)) | Available | R11879KRCT |
Enhanced descriptions from Syndetics:
For upper-level undergraduate/graduate-level courses in Marketing Research.
These renowned members of the academic community offer a textbook that was written with the intent of being more instructive and less encyclopedic than its competitors. Marketing Research tells a story and is more practical in terms of real world applications. It provides students with a complete analysis of benefits and pitfalls of various research methods and contains state-of-the-art and up-to-date coverage of marketing research related topics. It offers the professor and student up-to-date coverage of the latest marketing research issues.
Table of contents provided by Syndetics
- I Basic Concepts
- 1 The Role of Marketing Research
- 2 The Value of Information
- 3 The Research Process
- 4 Sources of Information
- II Data Collection
- 5 Qualitative Research
- 6 Experiments
- 7 Survey Design
- 8 Measurement and Scaling
- 9 Sampling in Marketing Research
- 10 Data Coding and Editing
- III Analytical Methods
- 11 Basic Analysis
- 12 Comparing Differences in Key Variables
- 13 Regression Analysis
- 14 Conjoint Analysis
- 15 Cluster Analysis
- 16 Factor Analysis
- 17 Geometric Representation of Objects
- 18 Discriminant Analysis
- 19 Log it Models
- 20 Additional Data Analytic Techniques
- 21 Summary