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Contemporary Marketing Research / Edition 4
     

Contemporary Marketing Research / Edition 4

by Carl McDaniel, Roger H. Gates
 

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ISBN-10: 0538885076

ISBN-13: 9780538885072

Pub. Date: 07/28/1998

Publisher: Wiley, John & Sons, Incorporated

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.

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.

Product Details

ISBN-13:
9780538885072
Publisher:
Wiley, John & Sons, Incorporated
Publication date:
07/28/1998
Edition description:
Older Edition
Pages:
896
Product dimensions:
8.36(w) x 10.28(h) x 1.39(d)

Table of Contents

AN INTRODUCTION TO MARKET RESEARCH. 1. The Role of Marketing Research in Management Decision Making. 2. The Market Research Process. 3. The Marketing Research Suppliers and Users. CREATING A RESEARCH DESIGN. 4. Published Secondary Data, Databases, the Internet, and Decision Support Systems. 5. Qualitative Research. 6. Primary Data Collection: Survey Research. 7. Primary Data Collection: Observation. 8. Primary Data Collection: Experimentation.


DATA ACQUISITION. 9. Understanding Measurement. 10. Attitude Measurement. 11. Questionnaire Design. 12. Basic Sampling Issues. 13. Sample Size Determination. DATA ANALYSIS. 14. Data Processing and Fundamental Data Analysis. 15. Data Analysis: Statistical Testing of Differences. 16. Data Analysis: Bivariate Correlation and Regression. 17. Multivariate Data Analysis. MARKET RESEARCH IN ACTION. 18. Communicating the Research Results. 19. Managing Market Research and Research Ethics. 20. Competitive Intelligence. 21. Marketing Research in Practice. APPENDICES. Comprehensive Cases. Statistical Tables.

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