Table of contents for Marketing research essentials / Carl McDaniel Jr., Roger Gates.


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1 The Role of Marketing Research in Management Decision
Making                                                   2
2 Problem Definition and the Research Process            22
3 Secondary Data and Databases                           50
4 Qualitative Research                                   76
5 Survey Research: The Profound Impact of the Internet  114
6 Primary Data Collection: Observation                  152
7 Primary Data Collection: Experimentation  180
8 The Concept of Measurement                            214
9 Questionnaire Design                                  256
10 Basic Sampling Issues                               294
11 Sample Size Determination                            323
12 Data Processing and Fundamental Data Analysis         354
13 Bivariate Correlation and Regression                402
14 Communicating the Research Results                  426
15 Managing Marketing Research and Research Ethics     450
Appendix 1: Comprehensive Cases A-1
Appendix 2: Statistical Tables A-17





Library of Congress Subject Headings for this publication: Marketing research