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.
Contemporary Marketing Research / Edition 4by Carl McDaniel, Roger H. Gates
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. 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.
- Wiley, John & Sons, Incorporated
- Publication date:
- Edition description:
- Older Edition
- Product dimensions:
- 8.36(w) x 10.28(h) x 1.39(d)
Table of Contents
Most Helpful Customer Reviews
See all customer reviews