MARC Record from harvard_bibliographic_metadata

LEADER: 01781cam a2200325 a 4500
001 009492360-4
005 20041101125105.0
006 m d
008 040324s2005 njua b 001 0 eng
010 $a 2004266760
020 $a0471455199
020 $a0471657654 (WIE)
035 0 $aocm54664659
040 $aDLC$cDLC$dVVB
050 04 $aHF5415.2$b.M382 2005
082 04 $a658.8/3$221
100 1 $aMcDaniel, Carl D.
245 10 $aMarketing research /$cCarl McDaniel, Jr., Roger Gates.
250 $a6th ed.
260 $aHoboken, NJ :$bWiley,$cc2005.
300 $axxvi, 617, [58] p. :$bill. ;$c26 cm. +$e1 CD-ROM (4 3/4 in.)
500 $a"SPSS student version 11.0 for Windows"--CD-ROM.
504 $aIncludes bibliographical references and index.
505 0 $aThe role of marketing research in management decision making -- The marketing research industry -- Problem definition and the research process -- Secondary data and databases -- Qualitative research -- Survey research: the profound impact of the Internet -- Primary data collection: observation -- Primary data collection: experimentation -- The concept of measurement -- Using measurement scales to build marketing effectiveness -- Questionnaire design -- Basic sampling issues -- Sample size determination -- Data processing and fundamental data analysis --Statistical testing of differences -- Bivariate correlation and regression -- Multivariate data analysis -- Communicating the research results -- Managing marketing research and research ethics.
538 $aSystem requirements for accompanying CD-ROM: Windows 98, ME, XP, 2000 or Windows NT.
650 0 $aMarketing research.
730 02 $aSPSS for Windows.
700 1 $aGates, Roger H.,$d1942-
988 $a20041101
906 $0DLC