Marketing Research Essentials, 2/e / Edition 2

Marketing Research Essentials, 2/e / Edition 2

by Carl McDaniel, Roger Gates
     
 

Product Details

ISBN-13:
9780538876698
Publisher:
Wiley, John & Sons, Incorporated
Publication date:
10/01/1997
Series:
Marketing Research Series
Edition description:
Older Edition
Pages:
512
Product dimensions:
8.07(w) x 10.00(h) x 0.98(d)

Table of Contents

An Introduction to Marketing Research1
1The Role of Marketing Research in Management Decision Making1
2The Marketing Research Process23
3The Marketing Research Industry and Research Ethics41
Creating a Research Design66
4Secondary Data, Databases, the Internet, and Decision Support Systems66
5Qualitative Research96
6Primary Data Collection: Observation132
7Primary Data Collection: Survey Research154
8Primary Data Collection: Experimentation194
Data Acquisition225
9The Concept of Measurement and Attitude Scales225
10Questionnaire Design263
11Basic Sampling Issues299
12Sample Size Determination328
Data Analysis349
13Data Processing, Basic Data Analysis, and Statistical Testing of Differences349
14Correlation and Regression Analysis394
Marketing Research in Action422
15Communicating the Research Results422
App. Statistical Tables454
GlossaryG-1
EndnotesE-1
IndexI-1

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