Edition: 9th 2012
List price: $276.95
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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 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.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $276.95
Copyright year: 2012
Publisher: John Wiley & Sons, Incorporated
Publication date: 10/11/2011
Size: 8.00" wide x 10.00" long x 1.25" tall
|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|
|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|
|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 Travelï¿½A Cut Above A-9|
|Rockingham National Bank Visa Card Survey A-13|
|Considerations in Creating a Marketing Plan A-21|
|Statistical Tables A-25|