Marketing research /
Carl McDaniel, Jr., Roger Gates.
- 7th ed.
- Hoboken, NJ : Wiley, c2007.
- xxvii, 623 p. : ill. ; 26 cm. + 1 CD-ROM (4 3/4 in.)
"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.