A discussion of all aspects of conducting a research project in marketing, this volume emphasizes methodology and provides extensive discussions of applications - including applications for statistical techniques. The book takes a decisional research orientation and features a strong treatment of analysis (particularly multivariate analysis) and extensive coverage of primary data collection and measurement and scaling issues.
- ISBN10 0137742177
- ISBN13 9780137742172
- Publish Date April 1988 (first published 28 August 1970)
- Publish Status Out of Print
- Out of Print 31 October 2009
- Publish Country GB
- Publisher Pearson Education Limited
- Imprint Prentice-Hall
- Edition 5th Revised edition
- Format Paperback
- Pages 684
- Language English