Marketing Research Essentials

Name: Marketing Research Essentials
Price: 4.44 USD
Availability: InStock
ISBN: 9780470169704

ISBN-10: 0470169702

ISBN-13: 9780470169704

Edition: 7th 2010

Authors: Carl McDaniel, Roger Gates

List price: $179.99

30 day, 100% satisfaction guarantee!

Marketplace

3 new & used from $4.44

what's this?

Rush Rewards U
Members Receive:

You have reached 400 XP and carrot coins. That is the daily max!

Description:

Marketing Research Essentials arms marketing professionals with a very practical approach to the field. It presents marketing research through the eyes of a manager using and purchasing research information while maintaining solid coverage of quantitative methods. The seventh edition relies heavily on real data that will be of interest to them and they'll gain a real-world perspective as they learn how to apply the key concepts. It incorporates more examples and mini-cases of contemporary companies to make the discussions more relevant. The chapters also contain real-world examples that provide marketing professions with material from the popular press.

Book details

List price: $179.99
Edition: 7th
Copyright year: 2010
Publisher: John Wiley & Sons, Incorporated
Publication date: 12/9/2009
Binding: Paperback
Pages: 528
Size: 7.97" wide x 9.90" long x 0.70" tall
Weight: 1.782
Language: English




The Role of Marketing Research in Management Decision Making



Appendix A - Careers in Marketing Research



Appendix B - Marketing Research Ethics



Problem Definition, Exploratory Research, and the Research Process



Secondary Data and Databases



Qualitative Research



Survey Research



Primary Data Collection: Observation



Primary Data Collection: Experimentation



The Concept of Measurement and Attitude Scales



Questionnaire Design



Basic Sampling Issues



Sample Size Determination



Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences



Bivariate Correlation and Regression



Communicating the Research Results and Managing Marketing Research



Statistical Tables