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Marketing Research Essentials with SPSS by Roger Gates and Carl McDaniel (2000, Trade Paperback)

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Title: Marketing Research Essentials with Free Student CD-ROM Item Condition: used item in a very good condition. Author: Carl McDaniel Jr., Roger Gates ISBN 10: 0470002409. Will be clean, not soiled or stained.

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Product Information

We Left in Everything That Makes It Hot. Spice up your research course with a dash of the best. Marketing Research Essentials, 3rd Edition keeps the hottest concepts, insights, basics, and examples from McDaniel and Gate2s Contemporary Marketing Research, 4th Edition, making it ideal for adding research projects or outside materials to your class. As in the parent text, Essentials seamlessly integrates Internet and technology issues and methods - all while preserving the clarity and managerial approach for which McDaniel and Gates are known. Hot New Ingredients: A CD-ROM is included with each copy of Essentials and features Internet links, a comprehensive case and data set, a complete PowerPoint presentation with instructions for making PowerNotes, ethical dilemma questions, cross-fuctional questions, and a video segment on Burke Marketing Research. Completely Revised and Updated Chapter on "Secondary Data, Databases, the Internet, and Decision Support Systems" reflects the latest market research technologies. Greatly Expanded Web Content includes Internet activities, online quizzes, web links, and more! Visit http://mcdaniel.swcollege.com. Opening Vignettes, Examples, and Case Materials highlight global and domestic marketing research methods.

Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0470002409
ISBN-13
9780470002407
eBay Product ID (ePID)
2254697

Product Key Features

Author
Carl Mcdaniel, Roger Gates
Publication Name
Marketing Research Essentials with SPSS
Format
Trade Paperback
Language
English
Publication Year
2000
Type
Textbook
Number of Pages
544 Pages

Dimensions

Item Length
10in
Item Height
0.8in
Item Width
8.1in
Item Weight
35.3 Oz

Additional Product Features

Edition Number
3
Table of Content
Preface. Part One: An Introduction to Marketing Research. 1 The Role of Marketing Research in Management Decision Making. 2 The Marketing Research Process and the Management of Marketing Research. 3 The Marketing Research Industry and Research Ethics. Part Two: Creating a Research Design. 4 Secondary Data, Databases, the Internet, and Decision Support Systems. 5 Qualitative Research. 6 Primary Data Collection: Observation. 7 Primary Data Collection: Survey Research. 8 Primary Data Collection: Experimentation. Part Three: Data Acquisition. 9 The Concepts of Measurement and Attitude Scales. 10 Questionnaire Design. 11 Basic Sampling Issues. 12 Sample Size Determination. Part Four: Data Analysis. 13 Data Processing, Basic Data Analysis, and the Statistical Testing of Differences. 14 Correlation and Regression Analysis. Part Five: Marketing Research in Action. 15 Communicating the Research Results. Appendix: Statistical Tables. Endnotes. Glossary. Index.
Copyright Date
2001
Topic
Marketing / Research
Dewey Decimal
658.83
Intended Audience
College Audience
Dewey Edition
22
Illustrated
Yes
Genre
Business & Economics

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Picture 1 of 1

Marketing Research Essentials with SPSS by Roger Gates and Carl McDaniel (2000, Trade Paperback)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

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