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Marketing research

Author: Carl D McDaniel; Roger H Gates
Publisher: Hoboken, NJ : Wiley, ©2010.
Edition/Format:   Print book : CD for computer : English : 8th edView all editions and formats
Summary:

Real Data, Real People, Real Research. In the Eight Edition of Marketing Research, McDaniel and Gates continue to share their real-life experiences from the industry to teach students how to make  Read more...

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Genre/Form: Einführung
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Carl D McDaniel; Roger H Gates
ISBN: 9780470087022 0470087021 9780470466650 0470466650 9780470414361 0470414367
OCLC Number: 317563647
Description: xxx, 693, [65] pages : illustrations (some color) ; 26 cm + 1 CD-ROM (4 3/4 in.)
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. Traditional Survey Research. 7. Online Marketing Research. 8. Primary Data Collection: Observation. 9. Primary Data Collection: Experimentation and Test Markets. 10. The Concept of Measurement. 11. Using Measurement Scales to Build Marketing Effectiveness. 12. Questionnaire Design. 13. Basic Sampling Issues. 14. Sample Size Determination. 15. Data Processing and Fundamental Data Analysis. 16. Statistical Testing of Differences and Relationships. 17. Bivariate Correlation and Regression 18. Multivariate Data Analysis. 19. Communicating the Research Results. 20. Managing Marketing Research.
Responsibility: Carl McDaniel, Jr., Roger Gates.

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