International Series in Management
1 total work
Research for Marketing Decisions
by Paul E. Green, Donald S. Tull, and Gerald Albaum
Published 28 August 1970
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.