Marketing research /
McDaniel, Carl D.
Marketing research / Carl McDaniel, Jr., Roger Gates. - 7th ed. - Hoboken, NJ : Wiley, c2007. - 1 v. (various pagings) : ill. ; 26 cm. ; cased + 1 CD-ROM (4 3/4 in.)
"SPSS 14.0 student version, for Windows 2000, XP, and ME"--CD-ROM.
Includes bibliographical references and index.
The role of marketing research in management decision making -- The marketing research industry and research ethics -- Problem definition, exploratory research, and the research process -- Secondary data and databases -- Qualitative research -- Survey research: the profound impact of the Internet -- Primary data collection: observation -- Primary data collection: experimentation and test markets -- The concept of measurement -- Using measurement scales to build marketing effectiveness -- Questionnaire design -- Basic sampling issues -- Sample size determination -- Data processing and fundamental data -- Statistical testing of differences and relationships -- Bivariate correlation and regression -- Multivariate data analysis -- Communicating the research results & managing marketing research.
System requirements for accompanying CD-ROM: Windows 2000, XP, or Me.
0471755281 9780471755289 9780471755289: £36.95
2007617725
Marketing research.
Marketing research--Computer network resources
Business and Management.
Business & Management
658.83
Marketing research / Carl McDaniel, Jr., Roger Gates. - 7th ed. - Hoboken, NJ : Wiley, c2007. - 1 v. (various pagings) : ill. ; 26 cm. ; cased + 1 CD-ROM (4 3/4 in.)
"SPSS 14.0 student version, for Windows 2000, XP, and ME"--CD-ROM.
Includes bibliographical references and index.
The role of marketing research in management decision making -- The marketing research industry and research ethics -- Problem definition, exploratory research, and the research process -- Secondary data and databases -- Qualitative research -- Survey research: the profound impact of the Internet -- Primary data collection: observation -- Primary data collection: experimentation and test markets -- The concept of measurement -- Using measurement scales to build marketing effectiveness -- Questionnaire design -- Basic sampling issues -- Sample size determination -- Data processing and fundamental data -- Statistical testing of differences and relationships -- Bivariate correlation and regression -- Multivariate data analysis -- Communicating the research results & managing marketing research.
System requirements for accompanying CD-ROM: Windows 2000, XP, or Me.
0471755281 9780471755289 9780471755289: £36.95
2007617725
Marketing research.
Marketing research--Computer network resources
Business and Management.
Business & Management
658.83