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Marketing research / Carl McDaniel, Jr., Roger Gates.

By: Contributor(s): Material type: TextTextPublisher: 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
Media type:
  • unmediated
  • computer
Carrier type:
  • volume
  • computer disc
ISBN:
  • 0470087021
  • 9780470087022
Subject(s): DDC classification:
  • 658.83 22
Contents:
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.
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Holdings
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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