Marketing Research is a required course for all Marketing majors in both colleges and universities. Our second Canadian edition of Marketing Research Essentials is co-authored by full-time marketing researchers, therefore offering students insider views of the latest trends and what works and what doesn't. This text offers real data by real people, who have conducted real research and made it really concise for students. Praised by student reviewers for its accessible approach, the second Canadian edition of Marketing Research Essentials is the only text that covers data analysis in both Excel and SPSS, offering readers a more relevant and applied approach to the subject.

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Yes, you can access Marketing Research Essentials by Carl McDaniel, Jr.,Roger Gates,Subramanian Sivaramakrishnan,Kelley Main in PDF and/or ePUB format, as well as other popular books in Business & Marketing Research. We have over one million books available in our catalogue for you to explore.

Information

Publisher

Year

Print ISBN

eBook ISBN

Edition

Topic

Business

Subtopic

Marketing Research

Index

Business

Cover
Title Page
Copyright
Preface
Contents
Chapter 1: The Role of Marketing Research in Management Decision-Making
Chapter 2: Problem Definition, Exploratory Research, and the Research Process
Chapter 3: Secondary Data Collection and Management
Chapter 4: Qualitative Research
Chapter 5: Primary Data Collection: Observation
Chapter 6: The Concept of Measurement and Attitude Scales
Chapter 7: Questionnaire Design
Chapter 8: Primary Data Collection: Surveys
Chapter 9: Online Marketing Research
Chapter 10: Primary Data Collection: Experimentation and Test Marketing
Chapter 11: Basic Sampling Issues
Chapter 12: Sample Size Determination
Chapter 13: Data Processing, Fundamental Data Analysis, and the Statistical Testing of Hypotheses
Chapter 14: Statistical Tests of Relation and Difference
Chapter 15: Communicating the Research Results and Managing Marketing Research
Endnotes
Glossary
Index
Photo Credits

9781119042914,

About this book

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Table of contents