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Marketing research / Carl McDaniel, Jr., Roger Gates.

By: Contributor(s): Material type: TextTextPublication details: Hoboken, NJ : Wiley, c2007.Edition: 7th edDescription: 1 v. (various pagings) : ill. ; 26 cm. ; cased + 1 CD-ROM (4 3/4 in.)ISBN:
  • 0471755281
  • 9780471755289
  • 9780471755289:
Subject(s): DDC classification:
  • 658.83
Contents:
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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Carlow Campus Library General Lending 658.83 (Browse shelf(Opens below)) 1 Available 63431

"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.

30.00

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