Marketing research /
By: McDaniel, Carl D
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Contributor(s): Gates, Roger H.
Publisher: Hoboken, NJ : Wiley, c2007Edition: 7th ed.Description: xxvii, 623 p. : ill. (chiefly col.), col. map ; 27 cm. + 1 CD-ROM (4 3/4 in.).Content type: text Media type: unmediated Carrier type: volumeISBN: 0471755281; 9780471755289:; 9780471755289.Subject(s): SPSS for Windows | Marketing research | Marketing research -- Computer network resourcesDDC classification: 658.83 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Sligo Yeats Library Main Lending Collection | 658.83 MCD (Browse shelf(Opens below)) | 1 | Available | M024722 | ||
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ATU Sligo Yeats Library Electronic Media | 658.83 MCD (Browse shelf(Opens below)) | 2 | Available | M024723 | ||
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ATU Sligo Yeats Library Withdrawn | 658.83 MCD (Browse shelf(Opens below)) | 3 | Available | 0073638 |
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Includes bibliographical references and index.
The role of marketing research in management decision making -- The marketing research industry and research ethics -- Problem definition, exploratory research, and the research process -- Secondary data and databases -- Qualitative research -- Survey research: the profound impact of the Internet -- Primary data collection: observation -- Primary data collection: experimentation and test markets -- The concept of measurement -- Using measurement scales to build marketing effectiveness -- Questionnaire design -- Basic sampling issues -- Sample size determination -- Data processing and fundamental data -- Statistical testing of differences and relationships -- Bivariate correlation and regression -- Multivariate data analysis -- Communicating the research results & managing marketing research.
'Marketing Research' presents its subject through the eyes of a manager using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods.