Marketing Research: Essentials / Edition 3

Marketing Research: Essentials / Edition 3

by Carl McDaniel Jr., Roger Gates
     
 

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ISBN-10: 0470003596

ISBN-13: 9780470003596

Pub. Date: 12/28/2002

Publisher: Wiley

This book seamlessly integrates Internet and technology issues and methods—all while preserving the clarity and managerial approach that McDaniel and Gates are known for.

Overview

This book seamlessly integrates Internet and technology issues and methods—all while preserving the clarity and managerial approach that McDaniel and Gates are known for.

Product Details

ISBN-13:
9780470003596
Publisher:
Wiley
Publication date:
12/28/2002
Edition description:
Older Edition
Pages:
514
Product dimensions:
5.12(w) x 9.84(h) x (d)

Table of Contents

1. The Role of Marketing Research in Management Decision Making.

2. The Marketing Research Process and Managing the Process.

3. The Marketing Research Industry and Research Ethics.

4. Published Secondary Data, Databases, the Internet, and Decision Support Systems.

5. Qualitative Research.

6. Primary Data Collection: Observation.

7. Primary Data Collection: Survey Research.

8. Primary Data Collection: Experimentation.

9. The Concept of Measurement and Attitude Scales.

10. Questionnaire Design.

11. Basic Sampling Issues.

12. Sample Size Determination.

13. Data Processing, Basic Data Analysis, and Statistical Testing of Differences.

14. Correlation and Regression Analysis.

15. Communicating the Research Results.

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