Marketing research / Carl McDaniel, Jr., Roger Gates.
Material type: TextPublisher: Hoboken, N.J. : Wiley, [2010]Copyright date: ©2010Edition: Eighth editionDescription: xxx, 693 pages : illustrations (some colour) ; 26 cm + 1 computer disc (12 cm)Content type:- text
- computer dataset
- unmediated
- computer
- volume
- computer disc
- 0470087021
- 9780470087022
- 658.83 22
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | South Campus South Campus Main Collection | 658.83 MCD (Browse shelf(Opens below)) | Available | A490553B | |||
Book | South Campus South Campus Main Collection | 658.83 MCD (Browse shelf(Opens below)) | 1 | Available | A490556B |
"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.
Part One. An Introduction To Marketing Research -- The Role of Marketing Research in Management Decision Making -- Problem Definition and the Research Process -- Part Two. 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 -- Part Three. Data Acquisition -- The Concept of Measurement and Attitude Scales -- Questionnaire Design -- Basic Sampling Issues -- Sample Size Determination -- Part Four. Data Analysis -- Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences -- Bivariate Correlation and Regression -- Part Five. Marketing research in action -- Communicating the Research Results -- Managing Marketing Research and Research Ethics -- Appendix Statistical. Tables.
System requirements for accompanying CD-ROM: Windows XP or Vista.
Machine converted from AACR2 source record.
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