Marketing research
Designed for marketing research courses, this book's 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. It aims to help students learn how to use marketing research through a practical presentation of theory and practice.
Read More ↓Title Statements
- Full title :Marketing research / Carl McDaniel, Jr., Professor Emeritus, University of Texas at Arlington, Roger Gates, DSS Research.
Summary
Designed for marketing research courses, this book's 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. It aims to help students learn how to use marketing research through a practical presentation of theory and practice.
Read More ↓Edition Statements
- Publication Date:©2015
- Edition:Tenth edition
Publication Statements
- Publisher(s):John Wiley & Sons, Inc
- Place of Publication:Hoboken, NJ
- Language:eng
- Publication Date:©2015
Notes
"Book Companion Site Registration Code. Redeem code to get access to study tools for Marketing Reseach 10e" in a closed envelope tipped in.
"Includes new, exclusive nationwide survey data set on quick service restaurants--Cover.
The Physical Object
- Description:xxi, 552 pages, 7, 20, 8, 4, 9 pages : : illustrations (chiefly color) ; : 26 cm
Edition Identifiers
- ISBN:9781118808849, 1118808843
- oclc:ocn899741639
- LC Classification:HF5415.2
- Dewey Decimal:658.8/3
Table of Contents
1. The role of marketing research in management decision making -- 2. The marketing research industry and research ethics -- 3. Problem definition, exploratory research, and the research process -- 4. Secondary data and big data analytics -- 5. Qualitative research -- 6. Traditional survey research -- 7. Online marketing research -- the growth of mobile and social mobile research -- 8. Primary data collection: observation -- 9. Primary data collection: experimentalisation and test markets -- 10. The concept of measurement -- 11. Using measurement scales to build marketing effectiveness -- 12. Questionnaire design -- 13. Basic sampling issues -- 14. Sample size determination -- 15. Data processing and fundamental data analysis -- 16. Statistical testing of difference and relationships -- 17. Bivariate correlation and regression -- 18. Multivariate data analysis -- 19. Communicating the research results -- 20. Managing marketing research.
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