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The Impact of the Internet
As a result, this new edition actively integrates technology in student exercises, activities, and special feature boxes, in conjunction with a dynamic web site providing valuable teaching and learning resources, http://mcdaniel.swcollege.com.
New to this Edition
Comprehensive Coverage: Comprehensive Internet based marketing research coverage has been added to the new edition. This feature provides balanced insight into this critically important aspect of marketing research.
WeSurveyor CD-ROM: Our exclusive partnership with Web-Surveyor, www.websurveyor.com, ensures student familiarization with the basics of Internet based surveys. Packaged free with each new text, this CD greatly enhances student learning by providing sample surveys, response scales, question libraries, and survey results that correspond to specific case studies and end-of-chapter exercises. Instructors gain complimentary access to the professional version of WebSurveyor for consulting and research purposes.
Two New Cases: Comprehensive cases on Lufthansa Airlines and Discover Card have been added to this new edition, while the Heritage restaurant case has been moved to the web site.
PART ONE: AN INTRODUCTION TO MARKETING RESEARCH.
1 The Role of Marketing Research in Management Decision Making.
2 The Marketing Research Industry.
3 Problem Definition and the Research Process.
PART TWO: CREATING A RESEARCH DESIGN.
4 Secondary Data and Databases.
5 Qualitative Research.
6 Survey Research: The Profound Impact of the Internet.
7 Primary Data Collection: Observation.
8 Primary Data Collection: Experimentation.
PART THREE: DATA ACQUISITIONS.
9 The Concept of Measurement.
10 Using Measurement Scales to Build Marketing Effectiveness.
11 Questionnaire Design.
12 Basic Sampling Issues.
13 Sample Size Determination.
PART FOUR: DATA ANALYSIS.
14 Data Processing and Fundamental Data Analysis.
15 Statistical Testing of Differences.
16 Bivariate Correlation and Regression.
17 Multivariate Data Analysis.
PART FIVE: MARKETING RESEARCH IN ACTION.
18 Communicating the Research Results.
19 Managing Marketing Research and Research Ethics.
Appe ndix 1: Comprehensive Cases.
Appendix 2: Statistical Tables.