Test Bank for Marketing Research Essentials 2nd edition by Carl McDaniel, Roger Gates, Subramanian Sivaramakrishnan, Kelley Main ISBN 1118823361 978-1118823361
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Test Bank for Marketing Research Essentials 2nd edition by Carl McDaniel, Roger Gates, Subramanian Sivaramakrishnan, Kelley Main – Ebook PDF Instant Download/Delivery: 1118823361, 978-1118823361
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Product details:
ISBN 10: 1118823361
ISBN 13: 978-1118823361
Author: Carl McDaniel, Roger Gates, Subramanian Sivaramakrishnan, Kelley Main
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.
Marketing Research Essentials 2nd Table of contents:
CHAPTER 1 The Role of Marketing Research in Management Decision-Making
Appendix 1A Careers in Marketing Research
Appendix 1B Marketing Research Ethics
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
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