Marketing research / Donald R. Lehmann, Sunil Gupta, Joel Steckel.
Material type: TextPublication details: New York : Addison-Wesley, c1998.Description: xx, 780 p. : ill. ; 24 cmISBN:- 0321014162
- 658.8/3 21
- HF5415.2 .L3883 1998
Item type | Current library | Collection | Call number | Vol info | Status | Date due | Barcode |
---|---|---|---|---|---|---|---|
Main Short | KCA Kisumu Campus | Non-fiction | HF5415.2 .L3883 1997 (Browse shelf(Opens below)) | 2291/07 | Available | Z00032638 | |
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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