Marketing Research
eBook - PDF

Marketing Research

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

Marketing Research

About this book

In Marketing Research, 11th Edition, authors Carl McDaniel & 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.

Marketing Research, 11th Edition features new trends, features and cases throughought, with updated chapters featuring new examples of companies and research firms, from Ilycaffe, the famous Italian coffee brand, Twitter, ESPN, Ford and General Motors. 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.

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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 & Marketing Research. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Wiley
Year
2020
Print ISBN
9781119586494
eBook ISBN
9781119637622
Edition
11
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: The Marketing Intelligence Universe and Research Ethics
  8. Chapter 3: Problem Definition, Exploratory Research, and the Research Process
  9. Chapter 4: Secondary Data, Big Data, and Data Analytics
  10. Chapter 5: Qualitative Research
  11. Chapter 6: Traditional Survey Research
  12. Chapter 7: Online Marketing Research: The Growth of Mobile and Social Media Research
  13. Chapter 8: Primary Data Collection: Observation
  14. Chapter 9: Primary Data Collection: Experimentation and Test Markets
  15. Chapter 10: The Concept of Measurement
  16. Chapter 11: Using Measurement Scales to Build Marketing Effectiveness
  17. Chapter 12: Questionnaire Design
  18. Chapter 13: Basic Sampling Issues
  19. Chapter 14: Sample Size Determination
  20. Chapter 15: Data Processing and Basic Data Analysis
  21. Chapter 16: Statistical Testing of Differences and Relationships
  22. Chapter 17: Bivariate Correlation and Regression
  23. Chapter 18: Multivariate Data Analysis
  24. Chapter 19: Communicating the Research Results
  25. Chapter 20: Managing Marketing Research
  26. Appendix A: Statistical Tables
  27. Endnotes
  28. Glossary
  29. QSR Survey
  30. Index
  31. EULA