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- catalog abstract ""The Marketing Research Guide carries readers step-by-step through the complete marketing research process, providing worksheets, sample proposals, questionnaires, and a copy of a final report to give insight into the tools and techniques of marketing research. It is ideal for managers who must negotiate, evaluate, and use marketing research as a part of the decision-making process; for individuals involved in the research process who need to review marketing research procedures or find examples of specific techniques; and as a college text for courses in marketing research, especially those that focus on conducting actual marketing research project." "Worksheets at the end of each chapter help you develop outlines of your own marketing research projects, while the appendixes provide examples that help you visualize what your reports should look like. Another useful feature is the description of the major forecasting, sampling, and analysis techniques without the use of mathematical formulas - a quality sure to be appreciated by marketers and those ambivalent toward mathematics."--Jacket.".
- catalog contributor b10251467.
- catalog created "c1997.".
- catalog date "1997".
- catalog date "c1997.".
- catalog dateCopyrighted "c1997.".
- catalog description ""The Marketing Research Guide carries readers step-by-step through the complete marketing research process, providing worksheets, sample proposals, questionnaires, and a copy of a final report to give insight into the tools and techniques of marketing research. It is ideal for managers who must negotiate, evaluate, and use marketing research as a part of the decision-making process; for individuals involved in the research process who need to review marketing research procedures or find examples of specific techniques; and as a college text for courses in marketing research, especially those that focus on conducting actual marketing research project." "Worksheets at the end of each chapter help you develop outlines of your own marketing research projects, while the appendixes provide examples that help you visualize what your reports should look like. Another useful feature is the description of the major forecasting, sampling, and analysis techniques without the use of mathematical formulas - a quality sure to be appreciated by marketers and those ambivalent toward mathematics."--Jacket.".
- catalog description "Ch. 1. Introduction to Marketing Research -- Ch. 2. Decisions, Strategy, and Planning -- Ch. 3. Research Designs for Management Decisions -- Ch. 4. Experimentation -- Ch. 5. Measurement -- Ch. 6. Introduction to Data Collection -- Ch. 7. Designing the Data-Gathering Instrument -- Ch. 8. Fielding the Data-Gathering Instrument -- Ch. 9. Sampling Methods and Sample Size -- Ch. 10. Analyzing and Interpreting Data for Decisions -- Ch. 11. The Research Report -- Ch. 12. Industrial and International Marketing Research -- Ch. 13. Mail Surveys -- Ch. 14. Concept/Product Testing -- App. A. Sample Research Proposals -- App. B. Sources of Secondary Data -- App. C. Sample Questionnaires -- App. D. Statistical Sampling Concepts -- App. E. Sample Final Report.".
- catalog description "Choice Outstanding Academic Books and Nonprint Materials".
- catalog description "Includes bibliographical references (p. 381-392) and index.".
- catalog extent "xv, 488 p. :".
- catalog identifier "1560243392 (hardbound : alk. paper)".
- catalog isPartOf "Haworth marketing resources".
- catalog issued "1997".
- catalog issued "c1997.".
- catalog language "eng".
- catalog publisher "New York : Haworth Press,".
- catalog subject "658.8/3 20".
- catalog subject "HF5415.2 .M35585 1997".
- catalog subject "Marketing research.".
- catalog tableOfContents "Ch. 1. Introduction to Marketing Research -- Ch. 2. Decisions, Strategy, and Planning -- Ch. 3. Research Designs for Management Decisions -- Ch. 4. Experimentation -- Ch. 5. Measurement -- Ch. 6. Introduction to Data Collection -- Ch. 7. Designing the Data-Gathering Instrument -- Ch. 8. Fielding the Data-Gathering Instrument -- Ch. 9. Sampling Methods and Sample Size -- Ch. 10. Analyzing and Interpreting Data for Decisions -- Ch. 11. The Research Report -- Ch. 12. Industrial and International Marketing Research -- Ch. 13. Mail Surveys -- Ch. 14. Concept/Product Testing -- App. A. Sample Research Proposals -- App. B. Sources of Secondary Data -- App. C. Sample Questionnaires -- App. D. Statistical Sampling Concepts -- App. E. Sample Final Report.".
- catalog title "The marketing research guide / Robert E. Stevens ... [et al.].".
- catalog type "text".