Marketing research essentials.
by
 
McDaniel, Carl, Jr., 1941-

Title
: 
Marketing research essentials.

Author
: 
McDaniel, Carl, Jr., 1941-

ISBN
: 
9780470169704

Personal Author
: 
McDaniel, Carl, Jr., 1941-

Edition
: 
7th ed.

Publication Information
: 
Hoboken, N.J. : Wiley ; Chichester : John Wiley [distributor], c2010.

Physical Description
: 
xxi, 507 p. : ill. ; 26 cm. + 1 CD-ROM (4 3/4 in.)

General Note
: 
Previous ed.: 2008.
 
Includes SPSS student version software for Windows.

Contents
: 
1. The role of marketing research in management decision making -- 2. Problem definition and the research process -- 3. Secondary data and databases -- 4. Qualitative research -- 5. Traditional survey research -- 6. Online marketing research -- 7. Primary data collection : observation -- 8. Primary data collection : experimentation and test markets -- 9.The concept of measurement and attitude scales -- 10. Questionnaire design -- 11. Basic sampling issues -- 12. Sample size determination -- 13. Data processing, fundamental data analysis, and the statistical testing of differences -- 14. Bivariate correlation and regression -- 15. Communicating the research results and managing marketing research.

Subject Term
: 
Marketing research.

Added Author
: 
Gates, Roger H., 1942-

Added Uniform Title
: 
SPSS for Windows.


LibraryMaterial TypeItem BarcodeShelf NumberCopy
IIEMSAGeneral Books33168025464401658.83 M134M 20101