TY  - BOOK
AU  - McDaniel,Carl
AU  - Gates,Roger H.
TI  - Marketing research
SN  - 0471755281 (hbk.)
U1  - 658.83 
PY  - 2007///
CY  - Hoboken, NJ
PB  - Wiley
KW  - Marketing research
N1  - "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
ER  -