Marketing Research

ISBN-10: 1118074610
ISBN-13: 9781118074619
Edition: 9th 2012
List price: $276.95 Buy it from $16.90
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Description: 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  More...

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Book details

List price: $276.95
Edition: 9th
Copyright year: 2012
Publisher: John Wiley & Sons, Incorporated
Publication date: 10/11/2011
Binding: Hardcover
Pages: 736
Size: 8.00" wide x 10.00" long x 1.25" tall
Weight: 3.388
Language: English

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 other products in the market that take a more theoretical approach. Real people are represented by Gates' contribution to the product as he provides insights into the secrets of conducting effective focus groups and questionnaires.  The real research used by the authors is drawn from Survey Sampling International (SSI).  SSI is the world leader in sampling solutions.

Preface
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
Photo Credits PC-1
Comprehensive Cases A-1
Biff Targets an Online Dating Service for College Students A-2
Freddy Favors Fast Food and Convenience for College Students A-5
Superior Online Student Travel�A Cut Above A-9
Rockingham National Bank Visa Card Survey A-13
Considerations in Creating a Marketing Plan A-21
Statistical Tables A-25
Endnotes A-32
Glossary G-1
Index I-1

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