McDaniel, Carl,  Jr.,  1941- <br/><br/>
Marketing research. 

 - 7th ed. /  Carl McDaniel, Jr., Roger Gates. 
 - Hoboken, N.J. :  Wiley,  c2007. 
 - 1 v. (various pagings) :  col. ill., col. ports. ;  27 cm. 
<br/><br/> Previous ed.: 2005.  CD-ROM in front pocket. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/> 'Marketing Research' presents its subject through the eyes of a manager using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods. 
<br/><br/><br/>System requirements for accompanying CD-ROM: Windows 2000, XP, or Me. 
<br/><br/><label>ISBN: </label>9780471755289 (hbk.) :  £36.95 9780470045572 (computer optical disc) :  No price 9780471755289 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.<br/>Marketing research.<br/>Marketing research--Computer network resources<br/>Business and Management.<br/>Business & Management
<br/><br/><label>LC Class. No.: </label>HF5415.2  / .M382 2007 
<br/><br/><label>Dewey Class. No.: </label>658.83 MCD