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Marketing research / Donald R. Lehmann, Sunil Gupta, Joel Steckel.

By: Contributor(s): Material type: TextTextPublication details: New York : Addison-Wesley, c1998.Description: xx, 780 p. : ill. ; 24 cmISBN:
  • 0321014162
Subject(s): DDC classification:
  • 658.8/3 21
LOC classification:
  • HF5415.2 .L3883 1998
Contents:
Ch. 1. The Role of Marketing Research -- Ch. 2. The Value of Information -- Ch. 3. The Research Process -- Ch. 4. Sources of Information -- Ch. 5. Qualitative Research -- Ch. 6. Experiments -- Ch. 7. Survey Design -- Ch. 8. Measurement and Scaling -- Ch. 9. Sampling in Marketing Research -- Ch. 10. Data Coding and Editing -- Ch. 11. Basic Analysis -- Ch. 12. Comparing Differences in Key Variables -- Ch. 13. Conjoint Analysis --
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Holdings
Item type Current library Collection Call number Vol info Status Date due Barcode
Main Short Main Short KCA Kisumu Campus Non-fiction HF5415.2 .L3883 1997 (Browse shelf(Opens below)) 2291/07 Available Z00032638
Main Long Main Long Martin Oduor-Otieno Library This item is located on the library first floor Non-fiction HF5415.2 .L3883 1998 (Browse shelf(Opens below)) 11622/07 Available Z00003597

Includes bibliographical references and indexes.

Ch. 1. The Role of Marketing Research -- Ch. 2. The Value of Information -- Ch. 3. The Research Process -- Ch. 4. Sources of Information -- Ch. 5. Qualitative Research -- Ch. 6. Experiments -- Ch. 7. Survey Design -- Ch. 8. Measurement and Scaling -- Ch. 9. Sampling in Marketing Research -- Ch. 10. Data Coding and Editing -- Ch. 11. Basic Analysis -- Ch. 12. Comparing Differences in Key Variables -- Ch. 13. Conjoint Analysis --

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