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Marketing research.

Author: Carl D McDaniel; Roger H Gates
Publisher: Hoboken, N.J. : Wiley ; Chichester : John Wiley [distributor], 2013.
Edition/Format:   Print book : English : 9th ed., International student versionView all editions and formats
Summary:
"This new edition of Gates and McDaniel's Marketing Research better prepares users how to use marketing research in the real business world with real data, people, and research. The text is enhanced with new coverage of mobile applications, more coverage of data mining and analytics, and coverage of how to use social media such as Facebook and Twitter for marketing research. Co-authors McDaniel and Gates are widely  Read more...
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Details

Document Type: Book
All Authors / Contributors: Carl D McDaniel; Roger H Gates
ISBN: 9781118112717 1118112717
OCLC Number: 759584619
Notes: Previous edition: 2010.
Description: xxx, 636, [68] pages : illustrations (some color) ; 26 cm
Contents: 1. Introduction to marketing research --
2. Ethical decision making in the marketing research industry --
3. Steps in the research process --
4. Using secondary data --
5. Focus groups, depth interviews, and other non-quantitative research methods --
6. Methods of survey research --
7. Using the internet for marketing research --
8. Ethnography, scanner-based research, and other observation techniques --
9. Primary data collection : experimentation and test markets --
10. The importance of proper measurement --
11. Attitude measurement --
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. The research report --
20. Planning, organizing, and controlling the research function.
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Abstract:

This new edition of Gates and McDaniel's Marketing Research better prepares users how to use marketing research in the real business world with real data, people, and research.  Read more...

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