000			01578nam a2200241Ia 4500
003			NULRC
005			20250520100552.0
008			250520s9999 xx 000 0 und d
020			_a256025304
040			_cNULRC
050			_aHF 5415.2 .B69 1981
100			_aBoyd, Harper W. _eauthor
245		0	_aMarketing research : _btext and cases / _cHarper W. Boyd, Ralph L. Westfall, and Stanley F. Stasch
250			_aFifth Edition
260			_aHomewood, Illinois : _bR.D. Irwin, Inc., _cc1981
300			_axiv, 693 pages : _billustrations ; _c25 cm
504			_aIncludes bibliographical references and index.
505			_aPart I. Introduction to marketing research -- Part II. Basic concepts -- Part III. The Marketing research process -- Part IV. Selected application of marketing research.
520			_aIn the 25 years since the first edition of this book was published, marketing research has grown tremendously. There has been a continued growth in the sophistication of the statistical methods used, focus group interviews and other relatively unstructured techniques have had a resurgence, psychographic methods in market segmentation studies have grown more popular, and simulated sales models are now being used in new product development work. On the other hand, personal interviews in the home, long the backbone of marketing research, have declined in importance to be replaced by shopping center interviews and telephone surveys.
650			_aMARKETING RESEARCH
700			_aWestfall, Ralph L. ;Stasch, Stanley F. _eco-author;co-author
942			_2lcc _cBK
999			_c8194 _d8194