TY - BOOK AU - Lehmann,Donald R. AU - Gupta,Sunil AU - Steckel,Joel H. TI - Marketing research SN - 0321014162 AV - HF5415.2 .L3883 1998 U1 - 658.8/3 21 PY - 1998/// CY - New York PB - Addison-Wesley KW - Marketing research N1 - 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 -- ER -