- 443 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
Marketing Research Essentials
About this book
In Marketing Research Essentials, 9th 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.
Trusted by 375,005 students
Access to over 1 million titles for a fair monthly price.
Study more efficiently using our study tools.
Information
Table of contents
- Cover
- Title Page
- Copyright
- Contents
- Preface
- Chapter 1 The Role of Marketing Research in Management Decision Making
- Chapter 2 Problem Definition, Exploratory Research, and the Research Process
- Chapter 3 Secondary Data and Big Data Analytics
- Chapter 4 Qualitative Research
- Chapter 5 Traditional Survey Research
- Chapter 6 Online Marketing Research—The Growth of Mobile and Social Media Research
- Chapter 7 Primary Data Collection: Observation
- Chapter 8 Primary Data Collection: Experimentation and Test Markets
- Chapter 9 The Concept of Measurement
- Chapter 10 Questionnaire Design
- Chapter 11 Basic Sampling Issues
- Chapter 12 Sample Size Determination
- Chapter 13 Data Processing and Fundamental Data Analysis
- Chapter 14 More Powerful Statistical Methods
- Chapter 15 Communicating the Research Results
- Appendix One
- Endnotes
- Index
- EULA
Frequently asked questions
Yes, you can cancel anytime from the Subscription tab in your account settings on the Perlego website. Your subscription will stay active until the end of your current billing period. Learn how to cancel your subscription
No, books cannot be downloaded as external files, such as PDFs, for use outside of Perlego. However, you can download books within the Perlego app for offline reading on mobile or tablet. Learn how to download books offline
Perlego offers two plans: Essential and Complete
- Essential is ideal for learners and professionals who enjoy exploring a wide range of subjects. Access the Essential Library with 800,000+ trusted titles and best-sellers across business, personal growth, and the humanities. Includes unlimited reading time and Standard Read Aloud voice.
- Complete: Perfect for advanced learners and researchers needing full, unrestricted access. Unlock 1.4M+ books across hundreds of subjects, including academic and specialized titles. The Complete Plan also includes advanced features like Premium Read Aloud and Research Assistant.
We are an online textbook subscription service, where you can get access to an entire online library for less than the price of a single book per month. With over 1 million books across 990+ topics, we’ve got you covered! Learn about our mission
Look out for the read-aloud symbol on your next book to see if you can listen to it. The read-aloud tool reads text aloud for you, highlighting the text as it is being read. You can pause it, speed it up and slow it down. Learn more about Read Aloud
Yes! You can use the Perlego app on both iOS and Android devices to read anytime, anywhere — even offline. Perfect for commutes or when you’re on the go.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app
Yes, you can access Marketing Research Essentials by Carl McDaniel, Jr.,Roger Gates in PDF and/or ePUB format, as well as other popular books in Business & Sales. We have over one million books available in our catalogue for you to explore.