McDaniel, Carl. <br/><br/>
Marketing research essentials. / 
Carl McDaniel. 
 - 7th ed. 
 - New Jersey:  John Wiley & Sons,  2010. 
 - xxi,490p.:  ill.;  24cm. 
<br/><br/> Includes index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780470169704 
<br/><br/><label>LC Class. No.: </label>HF5415.2.M3825