Marketing research essentials / Carl McDaniel Jr., Roger Gates.
Material type:
TextPublication details: Hoboken, NJ : J. Wiley, c2004.Edition: 4th edDescription: xxv, 420, 14, 8, 11 p. : ill. ; 26 cm. + 1 CD-ROM (4 3/4 in.)ISBN: - 0471448451
- 9780471448457
- HF5415.2 .M3825
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Methodist University Library Main General Stacks | HF5415.2 .M3825 (Browse shelf(Opens below)) | Available | 15566 | ||||||||||||||
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Methodist University Library Main General Stacks | HF5415.2.M3825 (Browse shelf(Opens below)) | Available | 15569 | ||||||||||||||
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Methodist University Library Wenchi Faculty | HF5415.2 .M3825 (Browse shelf(Opens below)) | Available | 15568 |
"SPSS student version 11.0 for Windows"--CD-ROM.
The role of marketing research in management decision making --
Problem definition and the research process --
Secondary data and databases --
Qualitative research --
Survey research: the profound impact of the Internet --
Primary data collection: observation --
Primary data collection: experimentation --
The concept of measurement and attitude scales --
Questionnaire design --
Basic sampling issues --
Sample size determination --
Data processing, fundamental data analysis, and the statistical testing of differences --
Bivariate correlation and regression --
Communicating the research results --
Managing marketing research and research ethics.
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