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McDaniel, Carl D.

Marketing research essentials / Carl McDaniel Jr., Roger Gates. - 3rd edition - Cincinnati, Ohio : South-Western College Pub., c2001. - 1 v. (various pagings) : ill. ; 26 cm. 1 computer optical disc (4 3/4 in.)

PART ONE: AN INTRODUCTION TO MARKET RESEARCH
1. The role of marketing research in management decision making

2. The marketing research process and the marketing research

3. The marketing research industry and research ethics

PART TWO: CREATING A RESERACH DESIGN
4. Secondary data, databases, the internet and the decision support systems

5. Qualitative research

6. Primary data collection: observation

7. Primary data collection: survey research

8. Primary data collection: experimentation

PART THREE: DATA ACQUISITION
9. The concepts of management and attitude scales

10. Questionnaire design

11. Basic sampling issues

12. Sample size determination

PART FOUR: DATA ANALYSIS
13. Data processing, basic data analysis, and the statistical testing of differences

14. Correlation and regression analysis

MARKETING RESEARCH IN ACTION
15. Communicating the research results



Includes bibliographical references and index.

ISBN: 0324023170 (package: book & CD) 0324028407 (book only) 0324037139 (CD only)

LCCN: 00036524

Subjects--Topical Terms:
Marketing research.

Dewey Class. No.: 658.83 / MCD