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McDaniel, Gates:

Marketing Research Essentials, 5th Edition

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Table Of Contents

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

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel
Sample Chapters (requires Adobe Acrobat Reader)

Chapter 2: The Marketing Research Industry

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel
Sample Chapters (requires Adobe Acrobat Reader)

Chapter 3: Problem Definition and the Research Process

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel
Sample Chapters (requires Adobe Acrobat Reader)

Chapter 4: Secondary Data and Databases

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel
Sample Chapters (requires Adobe Acrobat Reader)

Chapter 5: Qualitative Research

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

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

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

Chapter 7: Primary Data Collection: Observation

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

Chapter 8: Primary Data Collection: Experimentation

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

Chapter 9: The Concept of Measurement

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

Chapter 10: Using Measurement Scales to Build Marketing Effectiveness

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

Chapter 11: Questionnaire Design

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

Chapter 12: Basic Sampling Issues

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

Chapter 13: Sample Size Determination

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

Chapter 14: Data Processing and Fundamental Data Analysis

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

Chapter 15: Statistical Testing of Differences

Quizzes
Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

Chapter 16: Bivariate Correlation and Regression

Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

Chapter 17: Multivariate Data Analysis

Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

Chapter 18: Communicating the Research Results

Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

Chapter 19: Managing Marketing Research and Research Ethics

Data Files for Comprehensive Cases
SPSS Movie Attendance Database (requires SPSS software)
SPSS Movie Attendance Questionnaire
SPSS Exercises from Text
Heritage Restaurants Comprehensive Case with Data Sets
Appendices (requires Adobe Acrobat Reader)
Segmenting the College Student Market - Excel

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