TY  - BOOK
AU  - McDaniel,Carl
AU  - Gates,Roger H.
TI  - Marketing research
SN  - 0470087021
U1  - 658.83 22
PY  - 2010///]
CY  - Hoboken, N.J.
PB  - Wiley
KW  - Marketing research
N1  - "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
ER  -