TY  - BOOK
AU  - McDaniel,Carl
AU  - Gates,Roger H.
TI  - Marketing research essentials
SN  - 1118249321
U1  - 658.83 23
PY  - 2013///]
CY  - Hoboken, N.J.
PB  - Wiley
KW  - Marketing research
N1  - 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
ER  -