The Survey Res Hdbk Ppr (The Irwin Series in Marketing) - Softcover

Alreck-Settle

Softcover

ISBN 10: 0256103216 ISBN 13: 9780256103212

Publisher: McGraw-Hill Inc.,US, 1994

Synopsis

Information is a vitally important asset for today's organizations - often even more important than financial, technical, or human resources. Survey research is a powerful way to acquire information focused directly and immediately on the decisions and problems of today and tomorrow. The Survey Research Handbook combines all the various techniques, principles, skills, and activities required to conduct an effective survey project. From planning the project and composing the questionnaire to preparing the data for coding and analyzing the results, this comprehensive resource walks you step-by-step through the entire research process - without technical buzzwords or statistical jargon! The Survey Research Handbook provides the methods and guidelines for conducting practical, economical surveys from start to finish, including directions for organizing highly informative focus groups to initiate the survey; instructions for conducting every task and phase of the survey process; guidelines for creating vivid, dynamic report presentations; and over 300 special exhibits to help you refer quickly and easily to the information you'll need to conduct a survey.

About this title

Synopsis:

A comprehensive practical reference that brings together the various techniques and principles, skills, and activities that are required to conduct an effective survey project. The volume is divided into four sections: planning and designing the survey; developing survey instruments; collecting and

About the Author:

Pamela L. Alreck, D.B.A., is director of graduate studies and associate professor of marketing at Salisbury State University's Franklin P. Perdue School of Business.

About this edition

• Publisher: McGraw-Hill Inc.,US
• Publication date: 1994
• ISBN 10: 0256103216
• ISBN 13: 9780256103212
• Binding: Paperback
• Edition number: 2
• Number of pages: 496