Test Bank for Marketing Research Essentials, 8th Edition Carl McDaniel, Jr

Marketing Research Essentials, 8th Edition Carl McDaniel, Jr test bank

Table of Content

1. The Role of Marketing Research in Management Decision Making 
2. Problem Defi nition, Exploratory Research, and the Research Process 
3. Secondary Data and Databases 
4. Qualitative Research 
5. Traditional Survey Research 
6. Online Marketing Research 
7. Primary Data Collection: Observation 
8. Primary Data Collection: Experimentation and Test Markets 
9 The Concept of Measurement and Attitude Scales 
10. Questionnaire Design 
11. Basic Sampling Issues 
12. Sample Size Determination 
13. Data Processing, Data Analysis, and Statistical Testing 
14. More Powerful Statistical Methods 
15. Communicating Results and Managing Marketing Research 

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