McDaniel, Gates:

Marketing Research Essentials, 4th Edition

Student Companion Site

Table Of Contents

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

Chapter 2: The Marketing Research Process and Managing the Process

Chapter 3: The Marketing Research Industry and Research Ethics

Chapter 4: Published Secondary Data, Databases, the Internet, and Decision Support Systems

Chapter 5: Qualitative Research

Chapter 6: Primary Data Collection: Observation

Chapter 7: Primary Data Collection: Survey Research

Chapter 8: Primary Data Collection: Experimentation

Chapter 9: The Concept of Measurement and Attitude Scales

Chapter 10: Questionnaire Design

Chapter 11: Basic Sampling Issues

Chapter 12: Sample Size Determination

Chapter 13: Data Processing, Basic Data Analysis, and Statistical Testing of Differences

Chapter 14: Correlation and Regression Analysis

Chapter 15: Communicating the Research Results

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