Marketing Research with SPSS by Roger Gates and Carl McDaniel (2006, CD-ROM / Hardcover, Revised edition)

Wiley & Sons, Incorporated, John

0471755281

9780471755289

48424329

Carl Mcdaniel, Roger Gates

Marketing Research with SPSS

Hardcover

English

Revised

2006

Textbook

720 Pages

10.3in

1.2in

8.1in

0 Oz

Hf5415.2.M382 2007

Revised Edition

7

PrefaceChapter 1: The Role of Marketing Research in Management Decision MakingChapter 2: The Marketing Research Industry and Research EthicsChapter 3: Problem Definition, Exploratory Research, and the Research ProcessChapter 4: Secondary Data and DatabasesChapter 5: Qualitative ResearchChapter 6: Survey Research: The Profound Impact of the InternetChapter 7: Primary Data Collection: ObservationChapter 8: Primary Data Collection: ExperimentationChapter 9: The Concept of MeasurementChapter 10: Using Measurement Scales to Build Marketing EffectivenessChapter 11: Questionnaire DesignChapter 12: Basic Sampling IssuesChapter 13: Sample Size DeterminationChapter 14: Data Processing and Fundamental DataChapter 15: Statistical Testing of Differences andChapter 16: Bivariate Correlation and RegressionChapter 17: Multivariate Data AnalysisChapter 18: Communicating the Research Results & Managing Marketing ResearchAppendix 1: Comprehensive Cases A: Biff Targets an Online Dating Service for College Students B: Freddy Favors Fast Food and Convenience for College Students C: Superior Online Student Travel - A Cut Above D: Rockingham National Bank Visa Card SurveyAppendix 2: Considerations in Creating a Marketing PlanAppendix 3: Statistical TablesEndnotesGlossaryIndex

2007

Mathematical & Statistical Software, Marketing / Research

2007-617725

658.8302854678

Trade

22

Yes

Computers, Business & Economics