Marketing Research
eBook - PDF

Marketing Research

  1. 432 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Marketing Research

About this book

Marketing Research: Using Analytics to Develop Market Insights teaches students how to use market research to inform critical business decisions. Offering a practitioner's perspective, thisfully-updated edition covers both marketing research theory and practice to provide students with a comprehensive understanding of the subject. A unique applications-based approach—grounded in the authors' 50 years' combined experience in the marketing research industry—features real data, real people, and real research to prepare students for designing, conducting, analyzing, and integrating marketing research in their future business careers.

Already a standard text in marketing research courses, the twelfth edition contains thoroughly revised content that reflects the latest trends, practices, and research in the field. Numerous examples of companies and research firms, such as Twitter, ESPN, Ford, and General Motors, are featured throughout the text to illustrate how marketing research is gathered and used in the real world. Detailed yet accessible chapters examine topics including marketing intelligence, problem definition and exploratory research, big data and data analytics, online and social media marketing research, questionnaire design, statistical testing, and managing marketing research studies and teams.

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.
At the moment all of our mobile-responsive ePub books are available to download via the app. Most of our PDFs are also available to download and we're working on making the final remaining ones downloadable now. Learn more here.
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.
Both plans are available with monthly, semester, or annual billing cycles.
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 1000+ topics, we’ve got you covered! Learn more here.
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 here.
Yes! You can use the Perlego app on both iOS or 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.
Yes, you can access Marketing Research 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.

Information

Publisher
Wiley
Year
2020
eBook ISBN
9781119713869
Edition
12
Topic
Business
Subtopic
Sales
Index
Business

Table of contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Preface
  5. Acknowledgments
  6. Contents
  7. Chapter 1 Steps in Creating Market Insights and the Growing Role of Marketing Analytics
  8. Chapter 2 Secondary Data: A Potential Big Data Input
  9. Chapter 3 Measurement to Build Marketing Insight
  10. Chapter 4 Acquiring Data Via a Questionnaire
  11. Chapter 5 Sample Design
  12. Chapter 6 Traditional Survey Research
  13. Chapter 7 Qualitative Research
  14. Chapter 8 Online Marketing Research: The Growth of Mobile and Social Media Research
  15. Chapter 9 Primary Data Collection: Observation
  16. Chapter 10 Marketing Analytics
  17. Chapter 11 Primary Data: Experimentation and Test Markets
  18. Chapter 12 Data Processing and Basic Data Analysis
  19. Chapter 13 Statistical Testing of Differences and Relationships
  20. Chapter 14 More Powerful Statistical Methods
  21. Chapter 15 Communicating Analytics and Research Insights
  22. Appendix A Statistical Tables
  23. Endnotes
  24. Glossary
  25. QSR Survey
  26. Index
  27. EULA