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_a1118249321 _qpbk. |
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_a658.83 _223 |
| 100 | 1 |
_aMcDaniel, Carl, _cJr., _d1941- _eauthor. _9231690 |
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| 245 | 1 | 0 |
_aMarketing research essentials / _cCarl McDaniel, Jr., Roger Gates. |
| 250 | _aEighth edition. | ||
| 264 | 1 |
_aHoboken, N.J. : _bWiley, _c[2013] |
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| 264 | 2 |
_aChichester : _bJohn Wiley |
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| 264 | 4 | _c©2013 | |
| 300 |
_axxiv, 452 pages : _billustrations (some colour) ; _c26 cm |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_aunmediated _bn _2rdamedia |
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| 338 |
_avolume _bnc _2rdacarrier |
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| 500 | _aPrevious ed.: 2010. | ||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | 0 |
_g1. _tThe Role of Marketing Research in Management Decision Making -- _g2. _tProblem Definition, Exploratory Research, and the Research Process -- _g3. _tSecondary Data and Databases-- _g4. _tQualitative Research-- _g5. _tTraditional Survey Research -- _g6. _tOnline Marketing Research -- _g7. _tPrimary Data Collection: Observation-- _g8.\ _tPrimary Data Collection: Experimentation and Test Markets -- _g9. _tThe Concept of Measurement and Attitude Scales -- _g10. _tQuestionnaire Design -- _g11. _tBasic Sampling Issues -- _g12. _tSample Size Determination -- _g13. _tData Processing, Data Analysis, and Statistical Testing -- _g14. _tMore Powerful Statistical Methods -- _g15. _tCommunicating Results and Managing Marketing Research. |
| 588 | _aMachine converted from AACR2 source record. | ||
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_aMarketing research _9338698 |
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| 700 | 1 |
_aGates, Roger H., _d1942- _eauthor. _9227567 |
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