McDaniel, Gates:

Marketing Research with SPSS, 7th Edition

Student Companion Site

Table Of Contents

Chapter 1: The Role of Marketing Research in Management Decision Making

Chapter 2: The Marketing Research Industry and Research Ethics

Chapter 3: Problem Definition, Exploratory Research, and the Research Process

Chapter 4: Secondary Data and Databases

Chapter 5: Qualitative Research

Chapter 6: Survey Research: The Profound Impact of the Internet

Chapter 7: Primary Data Collection: Observation

Chapter 8: Primary Data Collection: Experimentation

Chapter 9: The Concept of Measurement

Chapter 10: Using Measurement Scales to Build Marketing Effectiveness

Chapter 11: Questionnaire Design

Chapter 12: Basic Sampling Issues

Chapter 13: Sample Size Determination

Chapter 14: Data Processing and Fundamental Data

Chapter 15: Statistical Testing of Differences

Chapter 16: Bivariate Correlation and Regression

Chapter 17: Multivariate Data Analysis

Chapter 18: Communicating the Research Results & Managing Marketing Research

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