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Complete downloadable Test Bank for Marketing Research 9th Edition by McDaniel. INSTRUCTOR RESOURCE INFORMATION
TITLE: Marketing Research
RESOURCE:Test Bank
EDITION: 9th Edition
AUTHOR: McDaniel, Gates
PUBLISHER: John Wiley and Sons

Table of content

1 The Role of Marketing Research in Management Decision Making
2 The Marketing Research Industry and Research Ethics
3 Problem Definition, Exploratory Research, and the Research Process
4 Secondary Data and Databases
5 Qualitative Research
6 Traditional Survey Research
7 Online Marketing Research
8 Primary Data Collection: Observation
9 Primary Data Collection: Experimentation and Test Markets
10 The Concept of Measurement
11 Using Measurement Scales to Build Marketing Effectiveness
12 Questionnaire Design
13 Basic Sampling Issues
14 Sample Size Determination
15 Data Processing And Fundamental Data Analysis
16 Statistical Testing Of Differences And Relationships
17 Bivariate Correlation and Regression
18 Multivariate Data Analysis
19 Communicating The Research Results
20 Managing Marketing Research Appendices