Marketing Research Essentials / Edition 4

Marketing Research Essentials / Edition 4

by Carl McDaniel Jr., Roger Gates
     
 

ISBN-10: 0471448451

ISBN-13: 9780471448457

Pub. Date: 04/02/2003

Publisher: Wiley

A Dispatch from the Frontlines of Marketing Research!

Packed with the hottest trends, insights, and advances in the field, this trim guide to market research presents a snapshot of the way marketing research is practiced today!

  • This book is based on the author’s successful Marketing Research: The Impact of the internet, 5/e offering

Overview

A Dispatch from the Frontlines of Marketing Research!

Packed with the hottest trends, insights, and advances in the field, this trim guide to market research presents a snapshot of the way marketing research is practiced today!

  • This book is based on the author’s successful Marketing Research: The Impact of the internet, 5/e offering the same real-world, user-oriented focus, cutting-edge coverage, and highly-engaging writing style in a more streamlined format.
  • The authors bring a combined 40 years of marketing research experience to this edition: Roger Gates is president of a marketing research firm with over 100 full-time employees and Carl McDaniel is chairman of the marketing department at the University of Texas at Arlington.
  • The book discusses some of the ways the internet is affecting marketing research, balanced with more traditional material.
  • New Chapter-Opening Vignettes spotlight real companies such as The National Cattleman’s Beef Association, Wal-Mart, Fast Company magazine, Bose Corporation, and LaQuinta Inns.
  • New Marketing Research War Stories about the trials and tribulations of conducting marketing research engage the reader’s attention and help them recall important concepts in the text.

Product Details

ISBN-13:
9780471448457
Publisher:
Wiley
Publication date:
04/02/2003
Edition description:
4TH
Pages:
480
Product dimensions:
7.80(w) x 9.90(h) x 0.70(d)

Table of Contents

PART ONE: AN INTRODUCTION TO MARKETING RESEARCH.
The Role of Marketing Research in Management Decision Making.
Problem Definition and the Research Process.
PART TWO. CREATING A RESEARCH DESIGN.
Secondary Data and Databases.
Qualitative Research.
Survey Research: The Profound Impact of the Internet.
Primary Data Collection: Observation.
Primary Data Collection: Experimentation.
PART THREE. DATA ACQUISITION.
The Concept of Measurement and Attitude Scales.
Questionnaire Design.
Basic Sampling Issues.
Sample Size Determination.
PART FOUR. DATA ANALYSIS.
Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences.
Bivariate Correlation and Regression.
PART FIVE. MARKETING RESEARCH IN ACTION.
Communicating the Research Results.
Managing Marketing Research and Research Ethics.
Appendix. Statistical Tables.

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