Research for marketing decisions / Paul E. Green, Donald S. Tull.

• Problem formulation -- Marketing research-content and strategy -- Marketing research-the value and cost of decision-making information -- The tactics of marketing research-research design -- Obtaining and organizing respondent data -- Information from respondents -- The means of obtaining information from respondents -- Measurement and scaling in marketing research -- Sampling procedures in marketing research -- Tabulation of survey data -- Analyzing associative data -- Analyzing associative data-basic concepts -- Multiple and partial regression -- Experimental data-analysis of variance and covariance -- Advanced techniques in analyzing associative data -- Other techniques for analyzing criterion-predictor association -- Factor analysis and clustering methods -- Multidimensional scaling and conjoint analysis -- Selected activities in marketing research -- Forecasting procedures in marketing research -- Brand positioning and market segmentation -- Evaluating new marketing strategies. 

Subject headings

Marknadsundersökning  (sao)

Marketing research  (LCSH)

Genre

Keyword

Qblbm Marknadsforskning Marknadsanalys

Qbl Försäljningsorganisation Marknadsföring

Qblbm Marknadsforskning och marknadsanalys

Publication and Content Type

658.8/3 (DDC)

Qblb (kssb/5)

Qblbm (kssb/8)