Marketing research / Carl McDaniel, Jr., Roger Gates.
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 0471755281
- 9780471755289
- 9780471755289:
- 658.83
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
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General Lending | Carlow Campus Library General Lending | 658.83 (Browse shelf(Opens below)) | 1 | Available | 63431 |
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658.83 Marketing research : in a digital information environment / | 658.83 Marketing research / | 658.83 Marketing research / | 658.83 Marketing research / | 658.83 Marketing research / | 658.83 Marketing research / | 658.83 Marketing research / |
"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