000			01168nam a22001817a 4500
008			140717b xxu||||| |||| 00| 0 eng d
020			_a9780470169704
050			_aHF5415.2.M3825
100			_aMcDaniel, Carl.
245			_aMarketing research essentials. / _cCarl McDaniel.
250			_a7th ed.
260			_aNew Jersey: _bJohn Wiley & Sons, _c2010.
300			_axxi,490p.: _bill.; _c24cm.
500			_aIncludes index.
505			_aContents: 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.
700			_aGates, Roger.
942			_2lcc _cBK
999			_c3152 _d10652