Marketing Research

Name: Marketing Research
Price: 5.29 USD
Availability: InStock
ISBN: 9781118074619

ISBN-10: 1118074610

ISBN-13: 9781118074619

Edition: 9th 2012

Authors: Carl McDaniel, Roger Gates

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…

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: 3.080
Language: English



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 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


Endnotes A-32


Glossary G-1


Index I-1