Marketing Research Essentials
eBook - PDF

Marketing Research Essentials

  1. 561 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Marketing Research Essentials

About this book

Marketing Research is a required course for all Marketing majors in both colleges and universities. Our second Canadian edition of Marketing Research Essentials is co-authored by full-time marketing researchers, therefore offering students insider views of the latest trends and what works and what doesn't. This text offers real data by real people, who have conducted real research and made it really concise for students. Praised by student reviewers for its accessible approach, the second Canadian edition of Marketing Research Essentials is the only text that covers data analysis in both Excel and SPSS, offering readers a more relevant and applied approach to the subject.

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Key takeaways

AI-Generated Insights
Insight 1

Design a complete marketing research process, from defining the problem and research objectives to selecting appropriate methodologies for management decision-making.

Insight 2

Implement various data collection strategies, including secondary data, qualitative approaches, observation, surveys, and experimental designs, while also constructing reliable measurement scales and questionnaires.

Insight 3

Perform data processing and statistical analysis, including hypothesis testing and examining relationships or differences, and then effectively present research findings and actionable recommendations.

Information

Publisher
Wiley
Year
2013
Print ISBN
9781118043172
eBook ISBN
9781118833261
Edition
2
Topic
Business
Subtopic
Marketing Research
Index
Business

Table of contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Preface
  5. Contents
  6. Chapter 1: The Role of Marketing Research in Management Decision-Making
  7. Chapter 2: Problem Definition, Exploratory Research, and the Research Process
  8. Chapter 3: Secondary Data Collection and Management
  9. Chapter 4: Qualitative Research
  10. Chapter 5: Primary Data Collection: Observation
  11. Chapter 6: The Concept of Measurement and Attitude Scales
  12. Chapter 7: Questionnaire Design
  13. Chapter 8: Primary Data Collection: Surveys
  14. Chapter 9: Online Marketing Research
  15. Chapter 10: Primary Data Collection: Experimentation and Test Marketing
  16. Chapter 11: Basic Sampling Issues
  17. Chapter 12: Sample Size Determination
  18. Chapter 13: Data Processing, Fundamental Data Analysis, and the Statistical Testing of Hypotheses
  19. Chapter 14: Statistical Tests of Relation and Difference
  20. Chapter 15: Communicating the Research Results and Managing Marketing Research
  21. Endnotes
  22. Glossary
  23. Index
  24. Photo Credits

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Yes, you can access Marketing Research Essentials by Carl McDaniel, Jr.,Roger Gates,Subramanian Sivaramakrishnan,Kelley Main in PDF and/or ePUB format, as well as other popular books in Business & Marketing Research. We have over one million books available in our catalogue for you to explore.