Marketing research essentials. / Carl McDaniel.
Material type:
TextPublisher: New Jersey: John Wiley & Sons, 2010Edition: 7th edDescription: xxi,490p.: ill.; 24cmISBN: 9780470169704LOC classification: HF5415.2.M3825| Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2.M3825 (Browse shelf) | 1 | Available | 7638/65/14 | |
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Books
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2.M3825 (Browse shelf) | 2 | Available | 7639/66/14 | |
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Books
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.2.M3825 (Browse shelf) | 3 | Available | 7640/67/14 |
Browsing WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY shelves, Shelving location: Reference Close shelf browser
| HF5415.2.M3823 Marketing research. / | HF5415.2.M3825 Marketing research essentials. / | HF5415.2.M3825 Marketing research essentials. / | HF5415.2.M3825 Marketing research essentials. / | HF5415.5.A11 Customer relationship management. / | HF5415.5.A12 Customer relationship management. / | HF5415.5.D47 Managing to keep the customer :how to achieve and maintain superior customer service throughout the organization. / |
Includes index.
Contents: The role of marketing research in management decision making -- Problem definition, exploratory research and the research process -- Secondary data and databases -- Qualitative research -- Traditional survey research -- Online marketing research -- Primary data collection: Observation -- Primary data collection: Experimentation and test markets -- The concept of measurement and attitude scales -- Questionnaire design -- Basic sampling issues -- Sample size determination -- Data processing, fundamental data analysis and the statistical testing of differences -- Bivariate correlation and regression -- Communicating research results and managing marketing research.
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