Marketing research /
Lehmann, Donald R.
Marketing research / Donald R. Lehmann, Sunil Gupta, Joel Steckel. - New York : Addison-Wesley, c1998. - xx, 780 p. : ill. ; 24 cm.
Includes bibliographical references and indexes.
The Role of Marketing Research -- The Value of Information -- The Research Process -- Sources of Information -- Qualitative Research -- Experiments -- Survey Design -- Measurement and Scaling -- Sampling in Marketing Research -- Data Coding and Editing -- Basic Analysis -- Comparing Differences in Key Variables -- Conjoint Analysis -- Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11. Ch. 12. Ch. 13.
0321014162
97034741
Marketing research.
HF5415.2 / .L3883 1998
658.8/3
Marketing research / Donald R. Lehmann, Sunil Gupta, Joel Steckel. - New York : Addison-Wesley, c1998. - xx, 780 p. : ill. ; 24 cm.
Includes bibliographical references and indexes.
The Role of Marketing Research -- The Value of Information -- The Research Process -- Sources of Information -- Qualitative Research -- Experiments -- Survey Design -- Measurement and Scaling -- Sampling in Marketing Research -- Data Coding and Editing -- Basic Analysis -- Comparing Differences in Key Variables -- Conjoint Analysis -- Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11. Ch. 12. Ch. 13.
0321014162
97034741
Marketing research.
HF5415.2 / .L3883 1998
658.8/3