Marketing research : measurement and method : a text with cases / [printed text] / Donald S. Tull, Author ; Del I. Hawkins, Author  . -  4th ed. . - New York : Macmillan Publishing Company, 1987 . - xvi, 845 p. : ill. ; 24 cm.
ISBN : 978-0-02-421910-7
This is an introductory text in marketing research. As such, it is primarily concerned with decisional research rather than basic research. Decisonal research is done to provide information for a pending decision. Basic research is done primarily to advance the level of scientific knowledge.
The 4th Editon is a comprehensive revision that both updates and extends topics covered in the 3rd edition.

Class number:	658.83
Abstract:
Contents note:	I The Nature of Marketing Research 1. The Nature of Marketing Research; 2. The Research Process and Research Design; Section I Cases II The Sources of Research Data 3. Secondary Data; 4. Survey Research and Panels; 5. Experimentation; Section II Cases III Measurement Techniques in Marketing Research 6. Measurement and Research: Concepts of Measurement; 7. Measurement and Research: Questionnaire Design; 8. Measurement and Research: Attitude Scales; 9. Measurement and Research: Depth Interviews, Projective Techniques, Observation and Physiological Measures; Section III Cases IV Sampling and Data Analysis 10. Sampling and Research: The Sampling Process; 11. Sampling and Research: Determining Sample Size; 12. Analysis of Data: Data Reduction and Estimation; 13. Univariate Hypothesis Tests and Measures of Bivariate Association; 14. Multivariate Hypothesis Tests and Measures of Association; Section IV Cases V Marketing Research Applications 15. Problem Identification Research: Sales Forecasting; 16. Problem Solution Research: Product and Pricing Research; 17. Problem Solution Research: Promotion and Distribution Research; 18. Marketing Research Reports; 19. Ethical Issues in Marketing Research; Section V Cases; Appendices; Glossary; Indexes.