Marketing research : [with SPSS] / Carl McDaniel, Roger Gates.
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 9780470414361 (pbk.)
- 9780470466650 (CD-ROM.)
- 9780470414361:
- 658.83
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
General Lending | Wexford Campus Library Wexford General Lending | 658.83 (Browse shelf(Opens below)) | 0 | Available | 70835 | |
General Lending | Wexford Campus Library Wexford General Lending | 658.83 (Browse shelf(Opens below)) | 1 | Available | 70836 |
"International student version."
"SPSS student version 16.0, for Microsoft Windows XP or Vista"--CD-ROM label.
Includes bibliographical references and index.
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 -- Traditional Survey Research -- Online Marketing Research -- 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 Analysis -- Statistical Testing of Differences and Relationships -- Bivariate Correlation and Regression -- Multivariate Data Analysis.. -- Communicating the Research Results -- Managing Marketing Research.
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