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Survey Research Handbook (Paperback) : MCGRAW HILL/IRWIN SERIES IN MARKETING - Alreck

Survey Research Handbook (Paperback)

MCGRAW HILL/IRWIN SERIES IN MARKETING

By: Alreck

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The Survey Research Handbook, 3/e by Alreck and Settle has been a proven favorite for years. The book is conceived and written to appeal to the common business reader, not just the academic: concepts are presented in clear everyday language, and the book provides practical direction for beginners as well as new ideas and techniques for experienced researchers. Its logical organization mirrors the survey research process itself, from determining information needs to writing the final report. Appendices cover useful topics including focus groups, experimental methods, and report presentations without disrupting the flow of the main text.

Planning and Designing the Survey
Initiating a Survey
Planning the Project
Designing the Sample
Developing Survey Instruments
Composing Questions
Creating Item Scales
Building Questionnaires
Collecting and Processing Data
Self-Administered Surveys
Collecting Interview Data
Processing Data
Interpreting and Reporting Results
Describing Data Distributions
Measuring item Interactions
Reporting the Information
Appendix
Conducting Focus Groups
Conducting Experiments
Presenting Survey Results
Glossary
Index
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780072945485
ISBN-10: 0072945486
Series: MCGRAW HILL/IRWIN SERIES IN MARKETING
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 496
Published: 24th November 2003
Country of Publication: US
Dimensions (cm): 23.5 x 19.05  x 1.91
Weight (kg): 0.73
Edition Number: 3
Edition Type: Revised