McDaniel, Carl, Jr., 1941-

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.

0471755281 (hbk.) 9780471755289 (hbk.)


Marketing research.

658.83 / MAC