01168nam a22001817a 4500 140717b xxu||||| |||| 00| 0 eng d 9780470169704 HF5415.2.M3825 McDaniel, Carl. Marketing research essentials. / Carl McDaniel. 7th ed. New Jersey: John Wiley & Sons, 2010. xxi,490p.: ill.; 24cm. Includes index. Contents: The role of marketing research in management decision making -- Problem definition, exploratory research and the research process -- Secondary data and databases -- Qualitative research -- Traditional survey research -- Online marketing research -- Primary data collection: Observation -- Primary data collection: Experimentation and test markets -- 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 research results and managing marketing research. Gates, Roger. lcc BK 3152 10652 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-07-17 0 HF5415.2.M3825 7638/65/14 2014-07-17 00:00:00 1 2014-07-17 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-07-17 0 HF5415.2.M3825 7639/66/14 2014-07-17 00:00:00 2 2014-07-17 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2014-07-17 0 HF5415.2.M3825 7640/67/14 2014-07-17 00:00:00 3 2014-07-17 BK