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Marketing research.

By: Contributor(s): Material type: TextTextPublication 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
Subject(s): DDC classification:
  • 658.83 MCD
LOC classification:
  • HF5415.2 .M382 2007
Contents:
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.
Summary: 'Marketing Research' presents its subject through the eyes of a manager using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods.
Holdings
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.

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