Marketing Research Essentials Canadian 2nd Edition McDaniel Test Bank
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Marketing Research Essentials Canadian 2nd Edition McDaniel Test Bank.
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Product details:
- ISBN-10 : 1118823001
- ISBN-13 : 978-1118823002
- Author: Carl McDaniel Jr. (Author)
An accessible text offering a relevant approach to understanding and practicing marketing research The second Canadian edition of Marketing Research Essentials is co-authored by marketing researchers, offering students an inside look into the field. Marketing majors who our required to take a Marketing Research course can benefit from an understanding of what is successful and what isn’t. In a concise manner, the text presents real data by the people who have conducted the real research. The book covers data analysis in both Excel and SPSS.
Table of contents:
CHAPTER 1 The Role of Marketing Research in Management Decision-Making 2
Appendix 1A Careers in Marketing Research 20
Appendix 1B Marketing Research Ethics 25
CHAPTER 2 Problem Definition, Exploratory Research, and the Research Process 30
CHAPTER 3 Secondary Data Collection and Management 58
CHAPTER 4 Qualitative Research 82
CHAPTER 5 Primary Data Collection: Observation 114
CHAPTER 6 The Concept of Measurement and Attitude Scales 144
CHAPTER 7 Questionnaire Design 192
CHAPTER 8 Primary Data Collection: Surveys 236
CHAPTER 9 Online Marketing Research 266
CHAPTER 10 Primary Data Collection: Experimentation and Test Marketing 294
CHAPTER 11 Basic Sampling Issues 326
CHAPTER 12 Sample Size Determination 356
CHAPTER 13 Data Processing, Fundamental Data Analysis, and the Statistical Testing of Hypotheses 388
CHAPTER 14 Statistical Tests of Relation and Difference 442
CHAPTER 15 Communicating the Research Results and Managing Marketing Research 488
ENDNOTES EN-1
GLOSSARY G-1
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