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_a658.83 _222 |
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_aMcDaniel, Carl, _cJr., _d1941- _eauthor. _9231690 |
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245 | 1 | 0 |
_aMarketing research / _cCarl McDaniel, Jr., Roger Gates. |
250 | _aEighth edition. | ||
264 | 1 |
_aHoboken, N.J. : _bWiley, _c[2010] |
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264 | 4 | _c©2010 | |
300 |
_axxx, 693 pages : _billustrations (some colour) ; _c26 cm + _e1 computer disc (12 cm) |
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336 |
_acomputer dataset _bcod _2rdacontent _3Accompanying material |
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_acomputer disc _bcd _2rdacarrier _3Accompanying material |
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500 | _a"SPSS student version 16.0, for Microsoft Windows XP or Vista"--CD-ROM label. | ||
500 | _aAccompanied by: 1 computer disc (CD-ROM) | ||
504 | _aIncludes bibliographical references and index. | ||
505 | 0 | 0 |
_gPart One. _tAn Introduction To Marketing Research -- _tThe Role of Marketing Research in Management Decision Making -- _tProblem Definition and the Research Process -- _gPart Two. _tCreating a research design -- _tSecondary Data and Databases -- _tQualitative Research -- _tSurvey Research: The Profound Impact of the Internet -- _tPrimary Data Collection: Observation -- _tPrimary Data Collection: Experimentation -- _gPart Three. _tData Acquisition -- _tThe Concept of Measurement and Attitude Scales -- _tQuestionnaire Design -- _tBasic Sampling Issues -- _tSample Size Determination -- _gPart Four. _tData Analysis -- _tData Processing, Fundamental Data Analysis, and the Statistical Testing of Differences -- _tBivariate Correlation and Regression -- _gPart Five. _tMarketing research in action -- _tCommunicating the Research Results -- _tManaging Marketing Research and Research Ethics -- _gAppendix Statistical. _tTables. |
538 | _aSystem requirements for accompanying CD-ROM: Windows XP or Vista. | ||
588 | _aMachine converted from AACR2 source record. | ||
650 | 0 |
_aMarketing research _9338698 |
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700 | 1 |
_aGates, Roger H., _d1942- _eauthor. _9227567 |
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730 | 0 | 2 |
_aSPSS for Windows _9499853 |
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