TY  - BOOK
AU  - McDaniel,Carl
AU  - Gates,Roger H.
TI  - Marketing research
SN  - 9781119392019 (pbk.)
AV  - HF5415.2 .M3823 2018
U1  - 658.8/3 23
PY  - 2018///]
CY  - Hoboken
PB  - Wiley
KW  - Marketing research
N1  - Revised edition of the authors' Marketing research, [2015]; Includes bibliographical references; The role of marketing research in management decision making -- The marketing intelligence universe and research ethics -- Problem definition, exploratory research, and the research process -- Secondary data, big data, and data analytics -- Qualitative research -- Traditional survey research -- Online marketing research?the growth of mobile and social media 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 basic data analysis -- Statistical testing of differences and relationships -- Bivariate correlation and regression -- Multivariate data analysis -- Communicating the research results -- Managing marketing research -- Endnotes -- Glossary
ER  -