Marketing research

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. Table of Contents: Chapter 1. The Role of Marketing Research in Management Decision Making. Chapter 2. The Marketing Research Industry and Research Ethics. Chapter 3. Problem Definition, Exploratory Research, and the Research Process. Chapter 4. Secondary Data and Databases. Chapter 5. Qualitative Research. Chapter 6. Traditional Survey Research. Chapter 7. Online Marketing Research. Chapter 8. Primary Data Collection: Observation. Chapter 9. Primary Data Collection: Experimentation and Test Markets. Chapter 10. The Concept of Measurement. Chapter 11. Using Measurement Scales to Build Marketing Effectiveness. Chapter 12. Questionnaire Design. Chapter 13. Basic Sampling Issues. Chapter 14. Sample Size Determination. Chapter 15. Data Processing And Fundamental Data Analysis. Chapter 16. Statistical Testing Of Differences And Relationships. Chapter 17. Bivariate Correlation and Regression. Chapter 18. Multivariate Data Analysis. Chapter 19. Communicating The Research Results. Chapter 20. Managing Marketing Research.

En cub.: "Includes new, exclusive nationwide survey data set on quick service restaurants"

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