Marketing research essentials /
McDaniel, Carl, Jr., 1941-
Marketing research essentials / Carl McDaniel, Jr., Roger Gates. - Eighth edition. - xxiv, 452 pages : illustrations (some colour) ; 26 cm
Previous ed.: 2010.
Includes bibliographical references and index.
The Role of Marketing Research in Management Decision Making -- Problem Definition, Exploratory Research, and the Research Process -- Secondary Data and Databases-- Qualitative Research-- Traditional Survey Research -- Online Marketing Research -- Primary Data Collection: Observation-- Primary Data Collection: Experimentation and Test Markets -- The Concept of Measurement and Attitude Scales -- Questionnaire Design -- Basic Sampling Issues -- Sample Size Determination -- Data Processing, Data Analysis, and Statistical Testing -- More Powerful Statistical Methods -- Communicating Results and Managing Marketing Research. 1. 2. 3. 4. 5. 6. 7. 8.\ 9. 10. 11. 12. 13. 14. 15.
1118249321 9781118249321
Marketing research
658.83
Marketing research essentials / Carl McDaniel, Jr., Roger Gates. - Eighth edition. - xxiv, 452 pages : illustrations (some colour) ; 26 cm
Previous ed.: 2010.
Includes bibliographical references and index.
The Role of Marketing Research in Management Decision Making -- Problem Definition, Exploratory Research, and the Research Process -- Secondary Data and Databases-- Qualitative Research-- Traditional Survey Research -- Online Marketing Research -- Primary Data Collection: Observation-- Primary Data Collection: Experimentation and Test Markets -- The Concept of Measurement and Attitude Scales -- Questionnaire Design -- Basic Sampling Issues -- Sample Size Determination -- Data Processing, Data Analysis, and Statistical Testing -- More Powerful Statistical Methods -- Communicating Results and Managing Marketing Research. 1. 2. 3. 4. 5. 6. 7. 8.\ 9. 10. 11. 12. 13. 14. 15.
1118249321 9781118249321
Marketing research
658.83