000			02991cam a2200349 a 4500
001			16785348
003			OSt
005			20211130115708.0
008			110518s2012 njua b 000 0 eng
010			_a 2011021453
020			_a9780470087022 (hardback)
040			_aDLC _cLC _dDLC
042			_apcc
050	0	0	_aHF5415.2.M38(9e)
082	0	0	_a658.8/3 _223
084			_aBUS043060 _2bisacsh
100			_qMcDaniel, Carl Jr
245	1	0	_aMarketing research. / _cCarl McDaniel, Jr., Roger Gates.
250			_a9th ed.
260			_aHoboken, N.J. : _bWiley, _c2012.
300			_axxx, [various paging] : _bill. (some col.) ; _c26 cm.
504			_aIncludes bibliographical references and index.
505			_aContents: The role of marking research in management decision making -- The marketing research industry and research ethics -- Problem definition, exploratory, and the research process -- Secondary data and databases -- Qualitative research -- Traditional survey research -- Primary data collection: observation -- Primary data collection: Experimentation and test markets -- The concept of measurement -- Using measurement scales to build marketing effectiveness -- Questionnaire design -- Basic sampling issues -- Sample size determination -- Data processing and fundamental analysis -- Statistical testing of differences and relationships -- Bivariate correlation and regression -- Multivariate data analysis -- Communicating the research results Managing marketing research market research --
520			_a"This new edition of Gates and McDaniel's Marketing Research better prepares users how to use marketing research in the real business world with real data, people, and research. The text is enhanced with new coverage of mobile applications, more coverage of data mining and analytics, and coverage of how to use social media such as Facebook and Twitter for marketing research. Co-authors McDaniel and Gates are widely respected in the marketing research community because their product takes a practical and applied approach, as opposed to other products in the market that take a more theoretical approach. Real people are represented by Gates' contribution to the product as he provides insights into the secrets of conducting effective focus groups and questionnaires. The real research used by the authors is drawn from Survey Sampling International (SSI). SSI is the world leader in sampling solutions"-- _cProvided by publisher.
650		0	_aMarketing research.
650		7	_aBUSINESS & ECONOMICS / Marketing / Research. _2bisacsh
700			_qGates, Roger
856	4	2	_3Cover image _uhttp://catalogimages.wiley.com/images/db/jimages/9781118074619.jpg
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c8164 _d15664