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Marketing research /

By: McDaniel, Carl D.
Contributor(s): Gates, Roger H, 1942-.
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
Contents:
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.
Summary: 'Marketing Research' presents its subject through the eyes of a manager using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.83 MCD (Browse shelf(Opens below)) 1 Available M024722
Standard Loan Standard Loan ATU Sligo Yeats Library Electronic Media 658.83 MCD (Browse shelf(Opens below)) 2 Available M024723
Standard Loan Standard Loan ATU Sligo Yeats Library Withdrawn 658.83 MCD (Browse shelf(Opens below)) 3 Available 0073638
Total holds: 0

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.

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