Marketing research essentials / Carl McDaniel, Jr., Roger Gates.
Material type:
TextPublisher: Hoboken, N.J. : Wiley, [2013]Distributor: Chichester : John Wiley Copyright date: ©2013Edition: Eighth editionDescription: xxiv, 452 pages : illustrations (some colour) ; 26 cmContent type: - text
- unmediated
- volume
- 1118249321
- 9781118249321
- 658.83 23
| 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)) | 1 | Available | A541246B | ||
| Book | South Campus South Campus Main Collection | 658.83 MCD (Browse shelf(Opens below)) | 1 | Available | A499849B |
Browsing South Campus shelves, Shelving location: South Campus Main Collection Close shelf browser (Hides shelf browser)
| 658.83 MAR Marketing research : an applied orientation / | 658.83 MCD Marketing research / | 658.83 MCD Marketing research / | 658.83 MCD Marketing research essentials / | 658.83 MCD Marketing research essentials / | 658.83 ZIK Marketing research / | 658.830285554 BUR Basic marketing research : using Microsoft Excel data analysis / |
Previous ed.: 2010.
Includes bibliographical references and index.
1. The Role of Marketing Research in Management Decision Making -- 2. Problem Definition, Exploratory Research, 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, Data Analysis, and Statistical Testing -- 14. More Powerful Statistical Methods -- 15. Communicating Results and Managing Marketing Research.
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