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Contemporary Marketing Research

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ISBN-10: 0314061223

ISBN-13: 9780314061225

Edition: 3rd 1996

Authors: Carl McDaniel, Roger H. Gates

List price: $68.50
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Book details

List price: $68.50
Edition: 3rd
Copyright year: 1996
Publisher: West Publishing Company, College & School Division
Binding: Paperback
Pages: 800
Language: English

An Introduction to Market Researchp. 1
The Role of Marketing Research in Management Decision Makingp. 3
The Marketing Research Processp. 33
Who Does Marketing Research?p. 55
Ethics in Marketing Researchp. 85
Creating a Research Designp. 127
Published Secondary Data, Computerized Databases, and Decision Support Systemsp. 129
Qualitative Researchp. 185
Primary Data Collection: Survey Researchp. 227
Primary Data Collection: Observationp. 273
Primary Data Collection: Experimentationp. 311
Data Acquisitionp. 349
Understanding Measurementp. 351
Attitude Measurementp. 379
Questionnaire Designp. 411
Basic Sampling Issuesp. 455
Sample Size Determinationp. 495
Data Analysisp. 521
Data Processing and Fundamental Data Analysisp. 523
Data Analysis: Statistical Testing of Differencesp. 563
Data Analysis: Bivariate Correlation and Regressionp. 601
Multivariate Data Analysisp. 625
Market Research in Actionp. 671
Communicating the Research Resultsp. 673
Marketing Research in Practicep. 705
Appendix One Comprehensive Casesp. A-1
Appendix Two Statistical Tablesp. A-19
Glossaryp. G-1
Endnotesp. E-1
Indexp. I-1
Table of Contents provided by Blackwell. All Rights Reserved.