TY  - BOOK
AU  - McDaniel, Carl.
AU  - Gates, Roger.
TI  - Marketing research essentials.
SN  - 9780470169704
AV  - HF5415.2.M3825 
PY  - 2010///
CY  - New Jersey
PB  - John Wiley & Sons
N1  - 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
ER  -