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Contemporary Marketing Research / Edition 4

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new w/disk Quantity Available: 1. ISBN: 0538885076. ISBN/EAN: 9780538885072. Inventory No: ABE391605378. 4th Edition.

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Cincinnati, OH 1998 Hardcover 4th Edition New Book New w/disk Quantity Available: 1. ISBN: 0538885076. ISBN/EAN: 9780538885072. Inventory No: ABE391605378.

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Overview

This comprehensive text takes a strong managerial approach to teaching marketing research skills and concepts while maintaining its strong, competitive coverage of quantitative methods. The new edition features extensive updates and revisions to pedagogy, content, supplements and design to maintain and enhance its traditionally high quality and enjoyable style. Contemporary Marketing Research contains strong technology and Internet coverage, both within the text and at a dedicated instructor/student web site (mcdaniel.swcollege.com) which provides dynamic teaching and learning resources with a strong technology dimension. With this text, students learn now only how to conduct marketing research, but also how to use and interpret resulting information within any marketing job.
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Editorial Reviews

Booknews
In their fifth edition, McDaniel (U. of Texas, Arlington) and Gates (a consultant) have moved to an Internet emphasis, with web addresses given for companies featured, and end-of-chapter Internet exercises. They have also revised all the chapters, providing additional coverage of refusal rates, mall-intercept interviews, ethnographic research, shopping patterns, test marketing, and anonymous responses. The main parts of the book, which enjoys a clear layout and features many test cases to enliven the material, introduce the subject, and describe in detail how to create a research design, acquire and analyze data, and communicate the results. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780538885072
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 7/28/1998
  • Edition description: Older Edition
  • Edition number: 4
  • Pages: 896
  • Product dimensions: 8.36 (w) x 10.28 (h) x 1.39 (d)

Table of Contents

Pt. 1 An Introduction to Market Research 1
Ch. 1 The Role of Marketing Research in Management Decision Making 3
Ch. 2 The Marketing Research Process 33
Ch. 3 Who Does Marketing Research? 55
Ch. 4 Ethics in Marketing Research 85
Pt. 2 Creating a Research Design 127
Ch. 5 Published Secondary Data, Computerized Databases, and Decision Support Systems 129
Ch. 6 Qualitative Research 185
Ch. 7 Primary Data Collection: Survey Research 227
Ch. 8 Primary Data Collection: Observation 273
Ch. 9 Primary Data Collection: Experimentation 311
Pt. 3 Data Acquisition 349
Ch. 10 Understanding Measurement 351
Ch. 11 Attitude Measurement 379
Ch. 12 Questionnaire Design 411
Ch. 13 Basic Sampling Issues 455
Ch. 14 Sample Size Determination 495
Pt. 4 Data Analysis 521
Ch. 15 Data Processing and Fundamental Data Analysis 523
Ch. 16 Data Analysis: Statistical Testing of Differences 563
Ch. 17 Data Analysis: Bivariate Correlation and Regression 601
Ch. 18 Multivariate Data Analysis 625
Pt. 5 Market Research in Action 671
Ch. 19 Communicating the Research Results 673
Ch. 20 Marketing Research in Practice 705
Appendix One Comprehensive Cases A-1
Appendix Two Statistical Tables A-19
Glossary G-1
Endnotes E-1
Index I-1
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