TY  - BOOK
AU  - McDaniel,Carl D.
AU  - Gates,Roger H.
TI  - Marketing research essentials
SN  - 0324023170 (package: book & CD)
U1  - 658.83 22
PY  - 2001///
CY  - Cincinnati, Ohio
PB  - South-Western College Pub.
KW  - Marketing research
N1  - 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
ER  -