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Marketing research : [with SPSS] / Carl McDaniel, Roger Gates.

By: Contributor(s): Material type: TextTextPublication details: Hoboken, N.J. : John Wiley, c2010.Edition: 8th edDescription: xxx, 693, [66] p. : ill. (chiefly col.) ; 26 cm. + 1 CD-ROM (4 3/4 in.)ISBN:
  • 9780470414361 (pbk.)
  • 9780470466650 (CD-ROM.)
  • 9780470414361:
Subject(s): DDC classification:
  • 658.83
Online resources:
Contents:
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.
Holdings
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.

64.78

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