Marketing research
Carl McDaniel, Jr.; Roger Gates
| Alternative title: | SPSS for Windows. |
|---|---|
| Year of publication: |
c2005 ; 6. ed., internat. ed
|
| Authors: | McDaniel, Carl D. ; Gates, Roger |
| Publisher: |
Hoboken, NJ [u.a.] : Wiley |
| Subject: | Marktforschung | Market research | Marketingforschung |
| Description of contents: | Table of Contents [gbv.de] ; Table of Contents [loc.gov] ; Description [loc.gov] |
| Extent: | XXVI, 617, [58] S zahlr. Ill., graph. Darst 1 CD-ROM 26 cm. |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Lehrbuch ; Textbook ; Glossar enthalten ; Glossary included ; CD-ROM, DVD |
| Language: | English |
| Notes: | Previous ed.: 2003 The role of marketing research in management decision making -- The marketing research industry -- Problem definition and the research process -- Secondary data and databases -- Qualitative research -- Survey research: the profound impact of the Internet -- Primary data collection: observation -- Primary data collection: experimentation -- The concept of measurement -- Using measurement scales to build marketing effectiveness -- Questionnaire design -- Basic sampling issues -- Sample size determination -- Data processing and fundamental data analysis --Statistical testing of differences -- Bivariate correlation and regression -- Multivariate data analysis -- Communicating the research results -- Managing marketing research and research ethics. |
| ISBN: | 0-471-45519-9 ; 0-471-65765-4 ; 0-471-45958-3 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10001876131