Quantitative methods for marketing decisions / Wegner, Trevor.

Advanced methods of marketing research / Bagozzi, Richard P.

Methods -- Learning Objectives -- Introduction -- The Concept of Measurement -- Nominal Scales -- Ordinal

.Measurement -- 7.Primary Data Collection -- 8.Designing the Data-gathering Instrument -- 9.Sampling Methods

Respondents: Survey, Methods -- CHAPTER 11 Attitude Measurement -- CHAPTER 12 Designing the Questionnaire

-- Part 5: Marketing Research Industry Trends -- 16: Mixed Methods in Marketing Research / Mel Prince

? -- 6.1.2.How to select a method -- 6.1.3.Free elicitation and Zaltman metaphor elicitation technique

Groups -- 8 Bulletin Board Groups and Parallel IDIs -- 9 Other Online Qualitative Methods and Summary of

Cover; Contents; Part 1 Introduction to Uses and Methods of Marketing Research; 1 Introduction to

methods and sample size -- Fielding the data-gathering instrument -- Analyzing and interpreting data for

? : understanding how sampling works -- 6. Where can I find the data I need? : using quantitative research methods

research -- Methods for conducting primary research -- Measurement concepts and questionnaire design