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Marketing Research Essentials : with SPSS - Prof Carl McDaniel

Marketing Research Essentials

with SPSS

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Filled with engaging, current examples drawn from the authors'&#160;ongoing involvement in the field, <b>Marketing Research Essentials</b> is a comprehensive text that teaches students how to become effective consumers of market research.&#160; The only book on the market co-authored by a full-time marketing researcher, McDaniel and Gates together bring their real-life, insider experiences from the industry to teach students how to make critical business decisions through the study of market research.&#160; Recognizing that marketing research is much more than computing sample size, learning SPSS, or conducting a focus group, the text shares with students all they need in research design, data acquisition, and data analysis, with a fresh dose of reality that is unmatched. <p> The <b>new 7<sup>th</sup> Edition</b> encourages students to view marketing research through the eyes of a manager using and purchasing information while maintaining solid competitive coverage of quantitative methods.&#160; Students using this world-leading market research text will be introduced to actual data samples, real-world case problems, and methods tried and tested in the real world.

Chapter 1 - The Role of Marketing Research in Management Decision Making

Chapter 1 Appendix A - Careers in Marketing Research

Chapter 1 Appendix B - Marketing Research Ethics

Chapter 2 - Problem Definition, Exploratory Research, and the Research Process

Chapter 3 - Secondary Data and Databases

Chapter 4 - Qualitative Research

Chapter 5 - Survey Research

Chapter 6 - Primary Data Collection: Observation

Chapter 7 - Primary Data Collection: Experimentation

Chapter 8 - The Concept of Measurement and Attitude Scales

Chapter 9 - Questionnaire Design

Chapter 10 - Basic Sampling Issues

Chapter 11 - Sample Size Determination

Chapter 12 - Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences

Chapter 13 - Bivariate Correlation and Regression

Chapter 14 - Communicating the Research Results and Managing Marketing Research

Appendix 1-A - Statistical Tables

ISBN: 9780470627631
ISBN-10: 0470627638
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 507
Published: 17th December 2009
Country of Publication: GB
Dimensions (cm): 24.13 x 19.05  x 1.91
Weight (kg): 0.86
Edition Number: 7
Edition Type: Revised