Marketing Research: The Impact of the Internet / Edition 5by Carl McDaniel Jr., Roger Gates
Pub. Date: 04/28/2001
As with previous editions, Marketing Research: The Impact of the Internet, continues its
You will notice a new name for this popular, well-respected text, formerly known as Contemporary Marketing Research. Marketing Research: The Impact of the Internet reflects the dramatic changes impacting the way marketing research is conducted in the new millennium.
As with previous editions, Marketing Research: The Impact of the Internet, continues its unique, user-of-research approach. Realizing that most students won't decide to become marketing researchers, the authors focus on teaching students how to properly analyze and implement marketing research data.
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.
- Publication date:
- Edition description:
- Older Edition
- Product dimensions:
- 8.19(w) x 10.30(h) x 1.26(d)
Table of ContentsPart 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
Appendix 1: Comprehensive Cases
Appendix 2: Statistical Tables
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