McDaniel, Carl D. <br/><br/>
Marketing research essentials / 
Carl McDaniel and Roger Gates. 
 - 2nd ed. 
 - Cincinnati, OH :  South-Western College Pub.,  c1998. 
 - xxii, 462 p, various pagings :  ill(some col.) ;  26 cm. +  pbk. 
<br/><br/>Includes bibliographical references (pages E-1-E-7) and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0538876697 
<br/><br/><label>LCCN: </label>97012978 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.
<br/><br/><label>Dewey Class. No.: </label>658.83