Marketing Research Essentials with SPSS / Edition 7

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Overview

Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, Marketing Research Essentials is a comprehensive text that teaches students how to become effective consumers of market research. The only book on the market co-authored by a full-time marketing researcher, McDaniel and Gates together bring their real-life, insider experiences from the industry to teach students how to make critical business decisions through the study of market research. Recognizing that marketing research is much more than computing sample size, learning SPSS, or conducting a focus group, the text shares with students all they need in research design, data acquisition, and data analysis, with a fresh dose of reality that is unmatched.
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Product Details

  • ISBN-13: 9780470169704
  • Publisher: Wiley
  • Publication date: 12/30/2009
  • Edition description: Older Edition
  • Edition number: 7
  • Pages: 528
  • Product dimensions: 8.03 (w) x 9.82 (h) x 1.13 (d)

Meet the Author

Carl McDaniel, Jr. is currently Professor and Chairman of the Department of Marketing at University of Texas, Arlington.  He received his Ph.D. from Arizona State University in 1970, joining the faculty at UTA the same year.  He has extensively published in the areas of marketing basics and marketing research.  He is the author of over twenty textbooks.  He is on the editorial board of the Journal of Business Research, is an ad hoc reviewer for the Journal of the Academy of Marketing Science, and a member of the Board of Directors for the North Texas Higher Education Authority.  In the spring of 1995 he served as a senior consultant to the International Trade Centre in Geneva, Switzerland; was an invited lecturer at the Ecole Superieure de Commerce in Pau, France for the past four springs; and recently lectured at eighteen universities in Latin America.  Dr. McDaniel was named a Distinguished Fellow of the Southwestern Marketing Association in 1992.

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Table of Contents

Preface.

1 The Role of Marketing Research in Management Decision Making.

2 Problem Definition, Exploratory Research, and the Research Process.

3 Secondary Data and Databases.

4 Qualitative Research.

5 Traditional Survey Research.

6 Online Marketing Research.

7 Primary Data Collection: Observation.

8 Primary Data Collection: Experimentation and Test Markets.

9 The Concept of Measurement and Attitude Scales.

10 Questionnaire Design.

11 Basic Sampling Issues.

12 Sample Size Determination.

13 Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences.

14 Bivariate Correlation and Regression.

15 Communicating Research Results and Managing Marketing Research.

Endnotes.

Index.

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