The Prentice Hall series in marketing

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.