Marketing Research Essentials with SPSS

by Carl McDaniel Jr., Roger Gates

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.

Product Details

ISBN-13:	9780470627631
Publisher:	Wiley
Publication date:	12/30/2009
Edition description:	Older Edition
Pages:	507
Product dimensions:	8.05(w) x 9.69(h) x 0.76(d)

About 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.

Table of Contents

Chapter 1 - The Role of Marketing Research in Management Decision Making

Chapter 1 Appendix A - Careers in Marketing Research

Chapter 1 Appendix B - Marketing Research Ethics

Chapter 2 - Problem Definition, Exploratory Research, and the Research Process

Chapter 3 - Secondary Data and Databases

Chapter 4 - Qualitative Research

Chapter 5 - Survey Research

Chapter 6 - Primary Data Collection: Observation

Chapter 7 - Primary Data Collection: Experimentation

Chapter 8 - The Concept of Measurement and Attitude Scales

Chapter 9 - Questionnaire Design

Chapter 10 - Basic Sampling Issues

Chapter 11 - Sample Size Determination

Chapter 12 - Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences

Chapter 13 - Bivariate Correlation and Regression

Chapter 14 - Communicating the Research Results and Managing Marketing Research

Appendix 1-A - Statistical Tables