000 | 01168nam a22001817a 4500 | ||
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008 | 140717b xxu||||| |||| 00| 0 eng d | ||
020 | _a9780470169704 | ||
050 | _aHF5415.2.M3825 | ||
100 | _aMcDaniel, Carl. | ||
245 |
_aMarketing research essentials. / _cCarl McDaniel. |
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250 | _a7th ed. | ||
260 |
_aNew Jersey: _bJohn Wiley & Sons, _c2010. |
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300 |
_axxi,490p.: _bill.; _c24cm. |
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500 | _aIncludes index. | ||
505 | _aContents: 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. | ||
700 | _aGates, Roger. | ||
942 |
_2lcc _cBK |
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999 |
_c3152 _d10652 |