Bibliograph

Marketing research, Carl McDaniel, Jr., Roger Gates

Type

Label

Marketing research, Carl McDaniel, Jr., Roger Gates

Language

eng

Bibliography note

Includes bibliographical references and index

Illustrations

illustrationsmaps

Index

index present

Literary Form

non fiction

Main title

Marketing research

Nature of contents

bibliography

Oclc number

1058025096

Responsibility statement

Carl McDaniel, Jr., Roger Gates

Table Of Contents

The, role of marketing research in management decision making -- The, marketing research industry and research ethics -- Problem definition, exploratory research, and the research process -- Secondary data and databases -- Qualitative research -- Survey research: the profound impact of the Internet -- Primary data collection: observation -- Primary data collection: experimentation and test markets -- The, concept of measurement -- Using measurement scales to build marketing effectiveness -- Questionnaire design -- Basic sampling issues -- Sample size determination -- Data processing and fundamental data -- Statistical testing of differences and relationships -- Bivariate correlation and regression -- Multivariate data analysis -- Communicating the research results & managing marketing research

Contributor