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.
0324023170 (package: book & CD) 0324028407 (book only) 0324037139 (CD only)
00036524
Marketing research.
658.83 / MCD