Marketing Research Essentials

ISBN-10: 0470087021
ISBN-13: 9780470087022
Edition: 8th 2010
List price: $248.95 Buy it from $3.00
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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  More...

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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: 3.630
Language: English

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 consumers of market research.

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

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