Marketing research /
McDaniel, Carl, Jr., 1941-
Marketing research / Carl McDaniel, Jr., Roger Gates. - Eighth edition. - xxx, 693 pages : illustrations (some colour) ; 26 cm + 1 computer disc (12 cm)
"SPSS student version 16.0, for Microsoft Windows XP or Vista"--CD-ROM label. Accompanied by: 1 computer disc (CD-ROM)
Includes bibliographical references and index.
An Introduction To Marketing Research -- The Role of Marketing Research in Management Decision Making -- Problem Definition and the Research Process -- Creating a research design -- Secondary Data and Databases -- Qualitative Research -- Survey Research: The Profound Impact of the Internet -- Primary Data Collection: Observation -- Primary Data Collection: Experimentation -- Data Acquisition -- The Concept of Measurement and Attitude Scales -- Questionnaire Design -- Basic Sampling Issues -- Sample Size Determination -- Data Analysis -- Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences -- Bivariate Correlation and Regression -- Marketing research in action -- Communicating the Research Results -- Managing Marketing Research and Research Ethics -- Tables. Part One. Part Two. Part Three. Part Four. Part Five. Appendix Statistical.
System requirements for accompanying CD-ROM: Windows XP or Vista.
0470087021 9780470087022
Marketing research
658.83
Marketing research / Carl McDaniel, Jr., Roger Gates. - Eighth edition. - xxx, 693 pages : illustrations (some colour) ; 26 cm + 1 computer disc (12 cm)
"SPSS student version 16.0, for Microsoft Windows XP or Vista"--CD-ROM label. Accompanied by: 1 computer disc (CD-ROM)
Includes bibliographical references and index.
An Introduction To Marketing Research -- The Role of Marketing Research in Management Decision Making -- Problem Definition and the Research Process -- Creating a research design -- Secondary Data and Databases -- Qualitative Research -- Survey Research: The Profound Impact of the Internet -- Primary Data Collection: Observation -- Primary Data Collection: Experimentation -- Data Acquisition -- The Concept of Measurement and Attitude Scales -- Questionnaire Design -- Basic Sampling Issues -- Sample Size Determination -- Data Analysis -- Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences -- Bivariate Correlation and Regression -- Marketing research in action -- Communicating the Research Results -- Managing Marketing Research and Research Ethics -- Tables. Part One. Part Two. Part Three. Part Four. Part Five. Appendix Statistical.
System requirements for accompanying CD-ROM: Windows XP or Vista.
0470087021 9780470087022
Marketing research
658.83