Marketing research essentials
By: Carl McDaniel, Roger Gates, Subramanian Sivaramakrishnan
Contributors: Gates, Roger H., 1942-; Sivaramakrishnan, Subramanian
Edition: Canadian ed.
Publisher: J. Wiley & Sons Canada
Published: 2009
Place of publication: Mississauga, Ont
Language: eng
ISBN-13: 9780470154113
Subjects: Marketing research; Textbooks; Marketing; Manuels d'enseignement supérieur; Recherche
Notes: Includes index.

Includes SPSS student version software 16.0.

Includes bibliographical references and index.
Table of contents: title: The role of marketing research in management decision making; title: Problem definition, exploratory research and the research process; title: Secondary data collection and management; title: Qualitative research; title: primary data collection: observation; title: The concept of measurement and attitude scales; title: Survey research; title: Questionnaire design; title: Primary data collection; experimentation and text marketing; title: Basic sampling issues; title: Sample size determination; title: Data processing, fundamental data analysis, and the statistical testing of differences; title: Bivariate correlation and regression; title: Communicating the research results and managing marketing research.