Contemporary Marketing Research

Name: Contemporary Marketing Research
Price: 19.91 USD
Availability: InStock
ISBN: 9780314061225

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 Research	p. 1
The Role of Marketing Research in Management Decision Making	p. 3
The Marketing Research Process	p. 33
Who Does Marketing Research?	p. 55
Ethics in Marketing Research	p. 85
Creating a Research Design	p. 127
Published Secondary Data, Computerized Databases, and Decision Support Systems	p. 129
Qualitative Research	p. 185
Primary Data Collection: Survey Research	p. 227
Primary Data Collection: Observation	p. 273
Primary Data Collection: Experimentation	p. 311
Data Acquisition	p. 349
Understanding Measurement	p. 351
Attitude Measurement	p. 379
Questionnaire Design	p. 411
Basic Sampling Issues	p. 455
Sample Size Determination	p. 495
Data Analysis	p. 521
Data Processing and Fundamental Data Analysis	p. 523
Data Analysis: Statistical Testing of Differences	p. 563
Data Analysis: Bivariate Correlation and Regression	p. 601
Multivariate Data Analysis	p. 625
Market Research in Action	p. 671
Communicating the Research Results	p. 673
Marketing Research in Practice	p. 705
Appendix One Comprehensive Cases	p. A-1
Appendix Two Statistical Tables	p. A-19
Glossary	p. G-1
Endnotes	p. E-1
Index	p. I-1
Table of Contents provided by Blackwell. All Rights Reserved.