Marketing research:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2010
|
| Ausgabe: | 8. ed., internat. student version |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index. - Previous ed.: 2007 |
| Beschreibung: | Getr. Zählung Ill., graph. Darst. 1 CD-ROM (12 cm) |
| ISBN: | 9780470414361 9780470466650 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV035286841 | ||
| 003 | DE-604 | ||
| 005 | 20090715 | ||
| 007 | t | ||
| 008 | 090203s2010 ad|| |||| 00||| eng d | ||
| 020 | |a 9780470414361 |9 978-0-470-41436-1 | ||
| 020 | |a 9780470466650 |9 978-0-470-46665-0 | ||
| 035 | |a (OCoLC)317563647 | ||
| 035 | |a (DE-599)GBV585415358 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-703 |a DE-945 | ||
| 082 | 0 | |a 658.8302854678 | |
| 084 | |a QP 611 |0 (DE-625)141908: |2 rvk | ||
| 100 | 1 | |a McDaniel, Carl D. |d 1941- |e Verfasser |0 (DE-588)128647450 |4 aut | |
| 245 | 1 | 0 | |a Marketing research |c Carl McDaniel ; Roger Gates |
| 250 | |a 8. ed., internat. student version | ||
| 264 | 1 | |a Hoboken, NJ |b Wiley |c 2010 | |
| 300 | |a Getr. Zählung |b Ill., graph. Darst. |e 1 CD-ROM (12 cm) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index. - Previous ed.: 2007 | ||
| 630 | 0 | 4 | |a SPSS for Windows |
| 650 | 4 | |a Marketing research | |
| 650 | 0 | 7 | |a Marktforschung |0 (DE-588)4037630-8 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4151278-9 |a Einführung |2 gnd-content | |
| 689 | 0 | 0 | |a Marktforschung |0 (DE-588)4037630-8 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Gates, Roger |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m Digitalisierung UB Bayreuth |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017091968&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-017091968 | ||
Datensatz im Suchindex
| _version_ | 1804138581685436416 |
|---|---|
| adam_text | CONTENTS IN BRIEF
Preface
xxv
1
Introduction to
Marketing Research 2
2
Ethical Decision Making in the Marketing Research Industry
24
3
Steps in the Research Process
64
4
Using Secondary Data
98
5
Focus Groups, Depth Interviews, and Other Non-quantitative
Research Methods
130
6
Methods of Survey Research
168
7
Using the Internet for Marketing Research
196
8
Ethnography, Scanner-based Research, and Other Observation
Techniques
234
9
Primary Data Collection: Experimentation and
Test Markets
268
10
The Importance of Proper Measurement
302
11
Attitude Measurement
330
12
Questionnaire Design
368
13
Basic Sampling Issues
412
14
Sample Size Determination
444
15
Data Processing and Fundamental Data Analysis
476
16
Statistical Testing of Differences and Relationships
518
17
Bivariate Correlation and Regression
564
18
Multivariate Data Analysis
594
19
The Research Report
646
20
Planning, Organizing, and Controlling the Research Function
670
Photo Credits
694
Appendix
1 :
Comprehensive Cases A-1
A: Biff Targets an Online Dating Service for College
Students A-2
B: Freddy Favors Fast Food and Convenience for College
Students A-5
C: Superior Online Student Travel
—
A Cut Above A-9
D: Rockingham National Bank Visa Card Survey A-13
Appendix
2:
Considerations in Creating a Marketing Plan A-21
Appendix
3:
Statistical Tables A-25
Endnotes A-32
Glossary G-1
Index
1-1
|
| any_adam_object | 1 |
| author | McDaniel, Carl D. 1941- Gates, Roger |
| author_GND | (DE-588)128647450 |
| author_facet | McDaniel, Carl D. 1941- Gates, Roger |
| author_role | aut aut |
| author_sort | McDaniel, Carl D. 1941- |
| author_variant | c d m cd cdm r g rg |
| building | Verbundindex |
| bvnumber | BV035286841 |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)317563647 (DE-599)GBV585415358 |
| dewey-full | 658.8302854678 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8302854678 |
| dewey-search | 658.8302854678 |
| dewey-sort | 3658.8302854678 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 8. ed., internat. student version |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01591nam a2200409 c 4500</leader><controlfield tag="001">BV035286841</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20090715 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">090203s2010 ad|| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780470414361</subfield><subfield code="9">978-0-470-41436-1</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780470466650</subfield><subfield code="9">978-0-470-46665-0</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)317563647</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)GBV585415358</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-703</subfield><subfield code="a">DE-945</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8302854678</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 611</subfield><subfield code="0">(DE-625)141908:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">McDaniel, Carl D.</subfield><subfield code="d">1941-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)128647450</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing research</subfield><subfield code="c">Carl McDaniel ; Roger Gates</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">8. ed., internat. student version</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Hoboken, NJ</subfield><subfield code="b">Wiley</subfield><subfield code="c">2010</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">Getr. Zählung</subfield><subfield code="b">Ill., graph. Darst.</subfield><subfield code="e">1 CD-ROM (12 cm)</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index. - Previous ed.: 2007</subfield></datafield><datafield tag="630" ind1="0" ind2="4"><subfield code="a">SPSS for Windows</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing research</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marktforschung</subfield><subfield code="0">(DE-588)4037630-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="0">(DE-588)4151278-9</subfield><subfield code="a">Einführung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marktforschung</subfield><subfield code="0">(DE-588)4037630-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Gates, Roger</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Bayreuth</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017091968&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-017091968</subfield></datafield></record></collection> |
| genre | (DE-588)4151278-9 Einführung gnd-content |
| genre_facet | Einführung |
| id | DE-604.BV035286841 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:30:28Z |
| institution | BVB |
| isbn | 9780470414361 9780470466650 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017091968 |
| oclc_num | 317563647 |
| open_access_boolean | |
| owner | DE-703 DE-945 |
| owner_facet | DE-703 DE-945 |
| physical | Getr. Zählung Ill., graph. Darst. 1 CD-ROM (12 cm) |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | Wiley |
| record_format | marc |
| spelling | McDaniel, Carl D. 1941- Verfasser (DE-588)128647450 aut Marketing research Carl McDaniel ; Roger Gates 8. ed., internat. student version Hoboken, NJ Wiley 2010 Getr. Zählung Ill., graph. Darst. 1 CD-ROM (12 cm) txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index. - Previous ed.: 2007 SPSS for Windows Marketing research Marktforschung (DE-588)4037630-8 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Marktforschung (DE-588)4037630-8 s DE-604 Gates, Roger Verfasser aut Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017091968&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | McDaniel, Carl D. 1941- Gates, Roger Marketing research SPSS for Windows Marketing research Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4037630-8 (DE-588)4151278-9 |
| title | Marketing research |
| title_auth | Marketing research |
| title_exact_search | Marketing research |
| title_full | Marketing research Carl McDaniel ; Roger Gates |
| title_fullStr | Marketing research Carl McDaniel ; Roger Gates |
| title_full_unstemmed | Marketing research Carl McDaniel ; Roger Gates |
| title_short | Marketing research |
| title_sort | marketing research |
| topic | SPSS for Windows Marketing research Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | SPSS for Windows Marketing research Marktforschung Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017091968&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT mcdanielcarld marketingresearch AT gatesroger marketingresearch |