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Marketing Research : Impact of the Internet / With SPSS CD / Edition 6
     

Marketing Research : Impact of the Internet / With SPSS CD / Edition 6

by Carl McDaniel Jr., Roger Gates
 

ISBN-10: 0471455199

ISBN-13: 9780471455196

Pub. Date: 02/28/2004

Publisher: Wiley

Presents marketing research through the eyes of a manger using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods. Extensive updates and revisions enhance its traditional high quality and enjoyable style. A "real world " view of marketing research that comes from authors with over 40 years of marketing

Overview

Presents marketing research through the eyes of a manger using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods. Extensive updates and revisions enhance its traditional high quality and enjoyable style. A "real world " view of marketing research that comes from authors with over 40 years of marketing research experience both in business and in the classroom. "User of the research" focus to the text, present marketing research through the eyes of a manager using and perhaps purchasing marketing research information. Integrated, real world SPSS exercises to give students hands-on experience. Continued complete integration of the Internet and its effect on the field of market research.

Product Details

ISBN-13:
9780471455196
Publisher:
Wiley
Publication date:
02/28/2004
Edition description:
Older Edition
Pages:
704
Product dimensions:
8.35(w) x 10.37(h) x 1.15(d)

Table of Contents

Preface.

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

2. The Marketing Research Industry.

3. Problem Definition and the Research Process.

4. Secondary Data and Databases.

5. Qualitative Research.

6. Survey Research.

7. Primary Data Collection: Observation.

8. Primary Data Collection: Experimentation.

9. The Concept of Measurement.

10. Using Measurement Scales to Build Marketing Effectiveness. 

11. Questionnaire Design.

12. Basic Sampling Issues.

13. Sample Size Determination.

14. Data Processing and Fundamental Data Analysis.

15. Statistical Testing of Differences.

16. Bivariate Correlation and Regression. 

17. Multivariate Data Analysis.

18. Communicating the Research Results.

19. Managing Marketing Research and Research Ethics.

Appendix One: Comprehensive Cases.

Appendix Two: Statistical Tables.

Endnotes.

Glossary.

Index.

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