Marketing research
Author: McDaniel, Carl ; Gates, RogerPublisher: Wiley, 2007.Edition: 7th ed.Language: EnglishDescription: 623 p. + annexes : Graphs/Ill./Photos ; 26 cm. includes CD-ROM / DVDISBN: 0471755281Type of document: BookNote: CD-ROM is available at the back cover of book
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
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Asia Campus Textbook Collection |
HF5415.2 .M33 2007
(Browse shelf) 900172141 |
Consultation only | 900172141 | |||
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Asia Campus Textbook Collection |
HF5415.2 .M33 2007
(Browse shelf) 900172134 |
Consultation only | 900172134 |
CD-ROM is available at the back cover of book
Digitized
Marketing research Preface The Role o f Marketing Research in Management Decision Making The Marketing Research Industry and Research Ethics Problem Definition, Exploratory Research, and t h e Research Process Secondary Data and Databases Qualitative Research Survey Research: The Profound Impact o f the Internet Primary Data Collection: Observation Primary Data Collection: Experimentation and Test Markets The Concept o f Measurement Using Measurement Scales t o Build Marketing Effectiveness Questionnaire Design Basic Sampling Issues Sample Size Determination Data Processing and Fundamental Data Statistical Testing o f Differences and Bivariate Correlation and Regression Multivariate Data Analysis Communicating the Research Results and Managing Marketing Research : Appendix 1 Comprehensive Cases A: Biff Targets an Online Dating Service for College Students B: Freddy Favors Fast Food and Convenience f o r College Students C: Superior Online Student Travel-A Cut Above D: Rockingham National Bank Visa Card Survey Appendix 2: Considerations in Creating a Marketing Plan Appendix 3: Statistical Tables Endnotes Glossary Index
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