TY  - BOOK
AU  - Roberto, Ned.
TI  - User-friendly marketing research
SN  - 9789712384578
AV  - HF 5415.2 .R64 2016  
PY  - 2016///
CY  - Manila, Philippines
PB  - Rex Book Store
KW  - MARKETING -- PHILIPPINES
N1  - Includes bibliographical references and index; Chapter 1. Marketing and Market research Innovations and the research User perspective -- Chapter 2. Market Segmenting and segment Targeting: research Innovation and Support -- Chapter 3. Brand positioning, Product development and Pricing Research innovation and Support -- Chapter 5. In Store Consume Behavior toward Placement, Selling and Pricing -- Chapter 6. Consumer Responding to A&P together with pricing -- Chapter 7. Competitive Benchmarking Research: How Use for the Right Marketing Mix Marketing -- Chapter 8. Do-It-Yourself and Cost Effective Market Research
N2  - Most marketing research textbooks are written from a methodological or technical perspective. They discuss the how tos of marketing research-various methods of probability and non-probability sampling; the difference between sampling and non-sampling errors; the uses and relative advantages/disadvantages of closed-vs. open-ended questions; the various types of attitude scales a research can use; and testing the significance of results through T-test or Chi-square test
ER  -