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Marketing Research by Roger Gates, Carl McDaniel, Carl D. McDaniel and Roger H. Gates (2004, Hardcover, Revised edition)

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Product Information

Presents marketing research through the eyes of a manger using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods. Extensive updates and revisions enhance its traditional high quality and enjoyable style. A "real world " view of marketing research that comes from authors with over 40 years of marketing research experience both in business and in the classroom. "User of the research" focus to the text, present marketing research through the eyes of a manager using and perhaps purchasing marketing research information. Integrated, real world SPSS exercises to give students hands-on experience. Continued complete integration of the Internet and its effect on the field of market research.

Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0471455199
ISBN-13
9780471455196
eBay Product ID (ePID)
5990602

Product Key Features

Author
Carl D. Mcdaniel, Roger H. Gates, Carl Mcdaniel, Roger Gates
Publication Name
Marketing Research
Format
Hardcover
Language
English
Features
Revised
Publication Year
2004
Type
Textbook
Number of Pages
704 Pages

Dimensions

Item Length
10.4in
Item Height
1.2in
Item Width
8.3in
Item Weight
52.3 Oz

Additional Product Features

Lc Classification Number
Hf5415.2.M382 2004
Edition Description
Revised Edition
Edition Number
6
Table of Content
Preface. 1. The Role of Marketing Research in Management Decision Making. 2. The Marketing Research Industry. 3. Problem Definition and the Research Process. 4. Secondary Data and Databases. 5. Qualitative Research. 6. Survey Research. 7. Primary Data Collection: Observation. 8. Primary Data Collection: Experimentation. 9. The Concept of Measurement. 10. Using Measurement Scales to Build Marketing Effectiveness. 11. Questionnaire Design. 12. Basic Sampling Issues. 13. Sample Size Determination. 14. Data Processing and Fundamental Data Analysis. 15. Statistical Testing of Differences. 16. Bivariate Correlation and Regression. 17. Multivariate Data Analysis. 18. Communicating the Research Results. 19. Managing Marketing Research and Research Ethics. Appendix One: Comprehensive Cases. Appendix Two: Statistical Tables. Endnotes. Glossary. Index.
Copyright Date
2005
Topic
E-Commerce / Internet Marketing, Marketing / Research
Lccn
2004-266760
Dewey Decimal
658.83
Intended Audience
College Audience
Dewey Edition
22
Illustrated
Yes
Genre
Business & Economics

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Marketing Research by Roger Gates, Carl McDaniel, Carl D. McDaniel and Roger H. Gates (2004, Hardcover, Revised edition)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in Adult Learning & University

Time Management by Peter Quarry (Paperback, 1986)

Complete Illustrated Encyclopedia of Dinosaurs & Prehistoric Creatures by Dixon Dougal (Paperback, 2014)

Thunder of Hooves: A History of 12 Light Horse Regiment 1915-1919 by Kenneth Hollis (Hardcover, 2008)

Polyvagal Exercises for Safety and Connection: 50 Client-Centered Practices by Deb Dana (Paperback, 2020)

On Killing: The Psychological Cost of Learning to Kill in War and Society by Dave Grossman (Paperback, 2009)

Save on Adult Learning & University

Ford Falcon EF EL / Fairlane NF NL 1994 - 1998 Workshop Manual

It's Not You: How to Identify and Heal from NARCISSISTIC People by Ramani Durvas

Netter Atlas of Human Anatomy: Classic Regional Approach

Sapiens By Yuval Noah Harari

Silent Spring by Rachel Carson (English) Paperback Book

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Marketing Research