McDaniel, Carl. creator Gates, Roger. text xxu New Jersey John Wiley & Sons 2010 7th ed. monographic eng

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xxi,490p.: ill.; 24cm. 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. Carl McDaniel. Includes index. HF5415.2.M3825 9780470169704 140717