Marketing Research

With SPSS 11.0

Carl McDaniel, Roger Gates

704 pages, parution le 01/09/2004 (6^eme édition)

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Résumé

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.

Sommaire

The Role of Marketing Research in Management Decision Making
The Marketing Research Industry
Problem Definition and the Research Process
Secondary Data and Databases
Qualitative Research
Survey Research
Primary Data Collection: Observation
Primary Data Collection: Experimentation
The Concept of Measurement
Using Measurement Scales to Build Marketing Effectiveness
Questionnaire Design
Basic Sampling Issues
Sample Size Determination
Data Processing and Fundamental Data Analysis
Statistical Testing of Differences
Bivariate Correlation and Regression
Multivariate Data Analysis
Communicating the Research Results
Managing Marketing Research and Research Ethics
Appendix One: Comprehensive Cases
Appendix Two: Statistical Tables

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Carl McDaniel, Roger Gates
Parution	01/09/2004
Édition	6^eme édition
Nb. de pages	704
Format	21 x 26
Couverture	Relié
Poids	1510g
Intérieur	Quadri
EAN13	9780471657651
ISBN13	978-0-471-65765-1