Marketing research / H. Robert Dodge
Material type:
TextPublication details: Ohio : Charles E. Merrill, c1982Description: viii, 530 pages : illustrations ; 26 cmISBN: 0675098475Subject(s): MARKETING RESEARCHLOC classification: HF 5415.2 .D63 1982
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LRC - Annex | National University - Manila | Marketing Management | Relegation Room | GC HF 5415.2 .D63 1982 (Browse shelf (Opens below)) | Available | NULIB000005939 |
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| GC HD 9505 .C65 1987 Spud's dream : the story of how a Canadian mountain-man helped create a world class city / | GC HF 5415.2 .B69 1981 Marketing research : text and cases / | GC HF 5415.2 .B76 1980 Marketing research : a structure for decision making / | GC HF 5415.2 .D63 1982 Marketing research / | GC HF 5415.3 .M69 1987 Consumer behavior / | GC HF 5438.25 .R87 1978 Textbook of salesmanship / | GC HF 5483.5 .B87 1984 Promotion management : a strategic approach / |
Includes index.
Part I. Developing Research Framework -- Part II. Types of Data -- Part III. Sampling -- Part IV. Data Collection -- Part V. Analysis -- Part VI. Interpretation -- Part VII. Applications of Marketing Research.
The objective of this basic text in marketing research is to provide students with a learning framework to study the practice of marketing research. By design the text is structured to incorporate the maximum amount of information from actual marketing research. This will give students a sense of the practice of marketing research in addition to an understanding of the field. For example, supplementary readings about practitioners serve as prologues to the chapters. These prologues provide interesting examples from actual experience. In addition, the text includes materials used in practice such as interviewing instructions and descriptions of testing procedures, examples to explain concepts and applications, and cases drawn from actual research projects.
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