Buch(gedruckt)#12008
Basic marketing research: using Microsoft Excel data analysis
In: Pearson education
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In: Pearson education
In: Decision sciences, Band 9, Heft 1, S. 156-168
ISSN: 1540-5915
ABSTRACTThe author uses a computer simulation of mail questionnaire response rates to acquaint students with trade‐offs in terms of survey cost, accuracy, and time. In the absence of a theoretical base in the literature, the approach familiarizes students with current issues and problems, and helps to develop a decision‐making framework for this survey method. A step‐by‐step procedure emphasizing student involvement is described.