Marketing research essentials.

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Title:

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.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025464401	658.83 M134M 2010	1	Searching... Unknown

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Summary

Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, Marketing Research Essentials is a comprehensive text that teaches students how to become effective consumers of market research. The only book on the market co-authored by a full-time marketing researcher, McDaniel and Gates together bring their real-life, insider experiences from the industry to teach students how to make critical business decisions through the study of market research. Recognizing that marketing research is much more than computing sample size, learning SPSS, or conducting a focus group, the text shares with students all they need in research design, data acquisition, and data analysis, with a fresh dose of reality that is unmatched.