BA 531: Survey Methods in Marketing Research

Optional Reading List Covering Survey Data Analysis

Fowler book: Chapter 10 “Analyzing Survey Data” (see also Chapter 9 for information on how to prepare your datafile for analysis).

Holt, D., & Elliot, D. (1991). Methods of weighting for unit non-response. The Statistician 40, 333-42.

Iacobucci, Dawn, Ostrom Amy, & Grayson Kent (1995). Distinguishing service quality and customer satisfaction: The voice of the customer. Journal of Consumer Psychology 4: 277-303.

Grayson K & Rust Roland (2001). Interrater reliability. Journal of Consumer Psychology: Special Issue on Methodological and Statistical Concerns of the Experimental Behavioral Researcher 10(1&2): 71-73.