MTU Cork Library Catalogue

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Marketing research essentials / Carl McDaniel and Roger Gates.

By: McDaniel, Carl D.
Contributor(s): Gates, Roger H, 1942-.
Material type: materialTypeLabelBookPublisher: Cincinnati, OH : South-Western College Pub., c1998Edition: 2nd ed.Description: xxii, 462 p, various pagings : ill(some col.) ; 26 cm. + pbk.ISBN: 0538876697.Subject(s): Marketing researchDDC classification: 658.83
Contents:
Part I: An introduction to marketing research -- The role of marketing research in management decision making -- The marketing research process -- The marketing research industry and research ethics -- Part II: Creating a research design -- Secondary data, databases, the internet and decision support systems -- Qualitative research -- Primary data collection: Observation -- Primary data collection: Survey research -- Primary data collection: Experimentation -- Part III: Data acquisition -- The concept of measurement and attitude scales -- Questionnaire design -- Basic sampling issues -- Sample size determination -- Part IV: Data analysis -- Data processing, basic data analysis and statistical testing of differences -- Correlation and regression analysis -- Part V: Marketing research in action -- Communicating the research results.
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
General Lending MTU Bishopstown Library Lending 658.83 (Browse shelf(Opens below)) 1 Available 00074990
Total holds: 0

Enhanced descriptions from Syndetics:

Written by a highly successful author team with extensive academic and practitioner/managerial background, this text features succinct coverage of marketing research with a managerial orientation. Essentials once again condenses core material into 15 chapters, allowing for easy integration of outside research projects. New features for the second edition include extensive coverage of the Internet and marketing research, as well as updated international examples. This two-color paperback offers a substantial savings over the standard hardcover text while still offering superior quality and depth of coverage.

Includes bibliographical references (pages E-1-E-7) and index.

Part I: An introduction to marketing research -- The role of marketing research in management decision making -- The marketing research process -- The marketing research industry and research ethics -- Part II: Creating a research design -- Secondary data, databases, the internet and decision support systems -- Qualitative research -- Primary data collection: Observation -- Primary data collection: Survey research -- Primary data collection: Experimentation -- Part III: Data acquisition -- The concept of measurement and attitude scales -- Questionnaire design -- Basic sampling issues -- Sample size determination -- Part IV: Data analysis -- Data processing, basic data analysis and statistical testing of differences -- Correlation and regression analysis -- Part V: Marketing research in action -- Communicating the research results.

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