Marketing research.
Material type: TextPublication details: Hoboken, N.J. : Wiley, c2007.Edition: 7th ed. / Carl McDaniel, Jr., Roger GatesDescription: 1 v. (various pagings) : col. ill., col. ports. ; 27 cmISBN:- 9780471755289 (hbk.) :
- 9780470045572 (computer optical disc) :
- 9780471755289
- 658.83 MCD
- HF5415.2 .M382 2007
Item type | Current library | Call number | Vol info | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.83 MCD (Browse shelf(Opens below)) | 1 | Available | 201470 | |||
Long Loan | TUS: Midlands, Main Library Athlone CD | 658.83 MCD (Browse shelf(Opens below)) | CD 627 | 1 | Available | 201471 |
Previous ed.: 2005.
CD-ROM in front pocket.
Includes bibliographical references and index.
The role of marketing research in management decision making -- The marketing research industry and research ethics -- Problem definition, exploratory research, 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 and test markets -- The concept of measurement -- Using measurement scales to build marketing effectiveness -- Questionnaire design -- Basic sampling issues -- Sample size determination -- Data processing and fundamental data -- Statistical testing of differences and relationships -- Bivariate correlation and regression -- Multivariate data analysis -- Communicating the research results & managing marketing research.
'Marketing Research' presents its subject through the eyes of a manager using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods.
System requirements for accompanying CD-ROM: Windows 2000, XP, or Me.