ISBN-10:
1118808843
ISBN-13:
9781118808849
Pub. Date:
10/27/2014
Publisher:
Wiley
Marketing Research / Edition 10

Marketing Research / Edition 10

by Carl McDaniel, Roger Gates

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Product Details

ISBN-13: 9781118808849
Publisher: Wiley
Publication date: 10/27/2014
Edition description: Older Edition
Pages: 624
Sales rank: 1,015,699
Product dimensions: 7.90(w) x 9.90(h) x 0.90(d)

About the Author

Carl McDaniel Jr. is a professor at the University of Texas-Arlington.

Dr. Roger Gates is a co-founder of DSS, incorporated in 1982. DSS Research is a research and consulting firm that does a wide range of marketing research for health care organizations including health insurance companies hospitals and medical products companies with a special focus in health and related types insurance.
Dr. Gates holds MBA and Ph.D. degrees from the University of Florida and held faculty positions at the University of Florida (1968-1970) and the University of Texas at Arlington (1970-1994). He taught marketing research, statistics and multivariate analysis to MBA and Ph.D. students.

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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