Title:
Marketing Research.
Author:
McDaniel, Carl, Jr., 1941-
ISBN:
9781118112717
Edition:
9. ed., international student version.
Publication Information:
Chichester : John Wiley & Sons, 2013.
Physical Description:
636 s.
Contents:
Preface -- 1 The Role of Marketing Research in Management Decision Making -- 2 Th 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 -- Photo Credits -- Appendix 1: Comprehensive Cases -- A: Biff Targets an Online Dating Service for College Students -- B: Freddy Favors Fast Food and Convenience for.
Abstract:
This new edition of Gates and McDaniel's Marketing Research better prepares users how to use marketing research in the real business world with real data, people, and research. The text is enhanced with new coverage of mobile applications, more coverage of data mining and analytics, and coverage of how to use social media such as Facebook and Twitter for marketing research. Co-authors McDaniel and Gates are widely respected in the marketing research community because their product takes a practical and applied approach, as opposed to ...