Marketing Research Essentials

Name: Marketing Research Essentials
Price: 35.1 USD
Availability: InStock
ISBN: 9780470087022

ISBN-10: 0470087021

ISBN-13: 9780470087022

Edition: 8th 2010

Authors: Carl McDaniel, Roger Gates

List price: $248.95

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Description:

Real Data, Real People, Real Research. In the Eight Edition of Marketing Research, McDaniel and Gates continue to share their real-life experiences from the industry to teach students how to make critical business decisions through the study of market research. The authors' practical approach and emphasis on being "real" has made this one of the world's leading marketing research texts. Like no other, this text prepares students by introducing actual data samples, marketing research professionals, and real-world case problems. Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, this comprehensive text teaches students how to become effective…

Book details

List price: $248.95
Edition: 8th
Copyright year: 2010
Publisher: John Wiley & Sons, Incorporated
Publication date: 1/27/2009
Binding: Hardcover
Pages: 792
Size: 8.25" wide x 10.00" long x 1.25" tall
Weight: 3.388
Language: English




The Role of Marketing Research in Management Decision Making



The Marketing Research Industry and Research Ethics



Problem Definition, Exploratory Research, and the Research Process



Secondary Data and Databases



Qualitative Research



Traditional Survey Research



Online Marketing Research



Primary Data Collection: Observation



Primary Data Collection: Experimentation and Test Markets



The Concept of Measurement



Using Measurement Scales to Build Marketing Effectiveness



Questionnaire Design



Basic Sampling Issues



Sample Size Determination



Data Processing and Fundamental Data Analysis



Statistical Testing of Differences and Relationships



Bivariate Correlation and Regression



Multivariate Data Analysis



Communicating the Research Results



Managing Marketing Research