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Marketing research / Carl McDaniel, Jr., Roger Gates.

By: McDaniel, Carl D.
Contributor(s): Gates, Roger H, 1942-.
Publisher: Hoboken, NJ : Wiley, c2007Edition: 7th ed.Description: xxvii, 623 p. : ill. ; 26 cm. + 1 CD-ROM (4 3/4 in.).ISBN: 0471755281 (hbk.); 9780471755289 (hbk.).Subject(s): Marketing researchDDC classification: 658.83
Contents:
1. The role of marketing research in management decision making - 2. The marketing research industry and research ethics - 3. Problem definition, exploratory research, and the research process - 4. Secondary data and databases - 5. Qualitative research - 6. Survey research: The profound impact of the internet - 7. Primary data collection: Observation - 8. Primary data collection: Experimentation and test markets - 9. The concept of measurement - 10. Using measurement scales to build marketing effectiveness - 11. Questionnaire design - 12. Basic sampling issues - 13. Sample size determination - 14. Data processing and fundamental data - 15. Statistical testing of differences and relationships - 16. Bivariate correlation and regression - 17. Multivariate data analysis - 18. Communicating the research results & managing marketing research - Appendix.
Item type Current location Call number Copy number Status Notes Date due Barcode Remark
Graduate Collection TU External Storage-LCS
658.83 MAC (Browse shelf) 1 Available SHTEx,70002,03,GR 1000810307 Please fill up online form at https://taylorslibrary.taylors.edu.my/services/external_storage1
Graduate Collection TU External Storage-LCS
658.83 MAC (Browse shelf) 1 Available SHTEx,60001,04,GR 1000810288 Please fill up online form at https://taylorslibrary.taylors.edu.my/services/external_storage1

"SPSS 14.0 student version, for Windows 2000, XP, and ME"--CD-ROM.

Includes bibliographical references and index.

1. The role of marketing research in management decision making - 2. The marketing research industry and research ethics - 3. Problem definition, exploratory research, and the research process - 4. Secondary data and databases - 5. Qualitative research - 6. Survey research: The profound impact of the internet - 7. Primary data collection: Observation - 8. Primary data collection: Experimentation and test markets - 9. The concept of measurement - 10. Using measurement scales to build marketing effectiveness - 11. Questionnaire design - 12. Basic sampling issues - 13. Sample size determination - 14. Data processing and fundamental data - 15. Statistical testing of differences and relationships - 16. Bivariate correlation and regression - 17. Multivariate data analysis - 18. Communicating the research results & managing marketing research - Appendix.