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- Wiley
More About This Title Marketing Research, 6th Edition
English
NATURE AND SCOPE OF MARKETING RESEARCH.
Marketing Research in Practice.
The Marketing Research Process.
Research Design and Implementation.
DATA COLLECTION.
Secondary Sources of Marketing Data.
Standardized Sources of Marketing Data.
Marketing Research on the Internet.
Attitude Measurement.
Designing the Questionnaire.
Experimentation.
DATA ANALYSIS.
Fundamentals of Data Analysis.
Hypothesis Testing: Means and Proportions.
SPECIAL TOPICS IN DATA ANALYSIS.
Correlation Analysis and Regression Analysis.
Discriminant and Canonical Analysis.
Factor and Cluster Analysis.
Multidimensional Scaling and Conjoint Analysis.
Presenting the Results.
APPLICATIONS.
Traditional Applications of Marketing Research: Product Price, Distribution, and Promotion.
Appendix.
Glossary.
Index.
