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Home > Computing and Information Technology Books > Computer science > Marketing Research Essentials 3e +CD (Wse)
Marketing Research Essentials 3e +CD (Wse)

Marketing Research Essentials 3e +CD (Wse)


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About the Book

We Left in Everything That Makes It Hot. Spice up your research course with a dash of the best. Marketing Research Essentials, 3rd Edition keeps the hottest concepts, insights, basics, and examples from McDaniel and Gate's Contemporary Marketing Research, 4th Edition, making it ideal for adding research projects or outside materials to your class. As in the parent text, Essentials seamlessly integrates Internet and technology issues and methods - all while preserving the clarity and managerial approach for which McDaniel and Gates are known. Hot New Ingredients: A CD-ROM is included with each copy of Essentials and features Internet links, a comprehensive case and data set, a complete PowerPoint presentation with instructions for making PowerNotes, ethical dilemma questions, cross-fuctional questions, and a video segment on Burke Marketing Research. Completely Revised and Updated Chapter on "Secondary Data, Databases, the Internet, and Decision Support Systems" reflects the latest market research technologies. Greatly Expanded Web Content includes Internet activities, online quizzes, web links, and more! Visit http://mcdaniel.swcollege.com. Opening Vignettes, Examples, and Case Materials highlight global and domestic marketing research methods.

Table of Contents:
Preface. Part One: An Introduction to Marketing Research. 1 The Role of Marketing Research in Management Decision Making. 2 The Marketing Research Process and the Management of Marketing Research. 3 The Marketing Research Industry and Research Ethics. Part Two: Creating a Research Design. 4 Secondary Data, Databases, the Internet, and Decision Support Systems. 5 Qualitative Research. 6 Primary Data Collection: Observation. 7 Primary Data Collection: Survey Research. 8 Primary Data Collection: Experimentation. Part Three: Data Acquisition. 9 The Concepts of Measurement and Attitude Scales. 10 Questionnaire Design. 11 Basic Sampling Issues. 12 Sample Size Determination. Part Four: Data Analysis. 13 Data Processing, Basic Data Analysis, and the Statistical Testing of Differences. 14 Correlation and Regression Analysis. Part Five: Marketing Research in Action. 15 Communicating the Research Results. Appendix: Statistical Tables. Endnotes. Glossary. Index.


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Product Details
  • ISBN-13: 9780470002407
  • Publisher: John Wiley and Sons Ltd
  • Publisher Imprint: John Wiley and Sons (WIE)
  • Height: 254 mm
  • Returnable: N
  • Width: 205 mm
  • ISBN-10: 0470002409
  • Publisher Date: 20 Jun 2000
  • Binding: SA
  • Language: English
  • Weight: 992 gr


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