000			01787pam a2200229 a 4500
020			_a0256081123 _cTZS 35,000/=
020			_a9780256081121
040			_aMUL
082	0	0	_a658.83 DIL
100	1		_aDillon, William R.
245	1	0	_aEssentials of marketing research / _cWilliam R. Dillon, Thomas J. Madden, Neil H. Firtle.
260			_aHomewood, IL ; _aBoston, MA : _bIrwin, _cc1993.
300			_axviii, 556 p. : _bill. ; _c26 cm.
440		4	_aThe Irwin series in marketing
500			_a"Free instructor's copy ... Not for sale"--P. 4 colophon.
504			_aIncludes bibliographical references and indexes.
505			_aCh. 1 Marketing Research Environments 4;Ch. 2 The Marketing Research Planning Process 20;Ch. 3 The Marketing Research Cycle 46;Ch. 4 Secondary Information: The Major Access Tools 74;Ch. 5 On-Line Data Sources and Other Syndicated Sources of Purchase Behavior and Media Exposure Information 104;Ch. 6 Qualitative Interviewing and Research Methods 130;Ch. 7 Survey Interviewing Methods 152;Ch. 8 Experimental Research Methods 178;Ch. 9 The Sampling Process 212;Ch. 10 Sample Size Determination 238;Ch. 11 Concepts of Measurement and Measurement Scales 270;Ch. 12 Questionnaire Design: Including International Considerations 298;Ch. 13 Data-Collection Activities: Fielding the Questionnaire and Data Preparation 330;Ch. 14 Data Analysis: Exploring Basic Relationships 370;Ch. 15 Steps in Hypothesis Testing 392;Ch. 16 Hypothesis Testing of Differences 412;Ch. 17 Correlation and Regression Analysis 448;Ch. 18 Presenting the Research 500;Ch. 19 Ethical Issues 516;Appendix: Statistical Tables 531;Photo Credits 541;Name Index 543;Subject Index 549
650		0	_aMarketing research.
700	1		_aMadden, Thomas J.
700	1		_aFirtle, Neil H.
942			_cBK
999			_c6088 _d6088