Summary
Contents
Subject index
Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each methods as well as showing how they are applied. Real data sets and detailed guidance on the use of appropriate software is included along with discussion of: Sampling, Data management an statistical packages, Hypothesis testing, Cluster analysis, Structural equation modelling.
Primary Data Collection
Primary Data Collection
This Chapter illustrates the primary data collection steps and provides a set of rules for designing a survey properly. The chapter also covers the main pros and cons of different types of administration methods and lists with examples the large number of issues to be faced when preparing a ...
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