Marketing research 10th ed.

Author

• McDaniel, Carl

Additional Author(s)

• Gates, Roger

Publisher

Hoboken, NJ: John Wiley and Sons, Inc., 2015

Language

English

ISBN

9781118808849

Series

Subject(s)

• MARKETING RESEARCH

Notes

. . Index: p.I1-I9

Abstract

In Marketing Research, 10th Edition, authors Carl McDaniel and Roger Gates share their industry experience to teach students how to make critical business decisions through the study of market research. Designed for marketing research courses, the authors' practical, applications-based approach features Real Data, Real People, and Real Research, to prepare students to conduct and use market research for future careers in business. Co-author Roger Gates, President of DSS Research, infuses the text with a practitioner perspective, helping students learn how to use marketing research through a practical presentation of theory and practice. WileyPLUS Learning Space is an easy way for students to learn, collaborate, and grow. With WileyPLUS Learning Space, students create a personalized study plan, assess progress along the way, and make deeper connections as they interact with the course material and each other. This collaborative learning environment provides immediate insight into strengths and problem areas through a combination of dynamic course materials and visual reports so that you can act on what s most important. *Access to WileyPLUS Learning Space is sold separately.

Physical Dimension

Number of Page(s)

xxi, 552p.

Dimension

26 cm.

Other Desc.

ill.

Summary / Review / Table of Content

1. The role of marketing research in management decision making --
2. The marketing research industry and research ethics --
3. Problem definition, exploratory research, and the research process --
4. Secondary data and big data analytics --
5. Qualitative research --
6. Traditional survey research --
7. Online marketing research --
the growth of mobile and social mobile research --
8. Primary data collection: observation --
9. Primary data collection: experimentalisation and test markets --
10. The concept of measurement --
11. Using measurement scales to build marketing effectiveness --
12. Questionnaire design --
13. Basic sampling issues --
14. Sample size determination --
15. Data processing and fundamental data analysis --
16. Statistical testing of difference and relationships --
17. Bivariate correlation and regression --
18. Multivariate data analysis --
19. Communicating the research results --
20. Managing marketing research.

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	02001/19	658.83 McD M	Library - 7th Floor	Available