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Marketing Research / Edition 10
     

Marketing Research / Edition 10

by Carl McDaniel Jr., Roger Gates
 

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ISBN-10: 1118808843

ISBN-13: 9781118808849

Pub. Date: 10/27/2014

Publisher: Wiley

In Marketing Research, 10th Edition, authors Carl McDaniel and Roger Gates share their industry experience to teach students how to make critical business decisions through the study of market research. Designed for marketing research courses, the authors' practical, applications-based approach features Real Data, Real People, and Real

Overview

In Marketing Research, 10th Edition, authors Carl McDaniel and Roger Gates share their industry experience to teach students how to make critical business decisions through the study of market research. Designed for marketing research courses, the authors' practical, applications-based approach features Real Data, Real People, and Real Research, to prepare students to conduct and use market research for future careers in business. Co-author Roger Gates, President of DSS Research, infuses the text with a practitioner perspective, helping students learn how to use marketing research through a practical presentation of theory and practice.

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Product Details

ISBN-13:
9781118808849
Publisher:
Wiley
Publication date:
10/27/2014
Pages:
624
Sales rank:
830,641
Product dimensions:
7.90(w) x 9.90(h) x 0.90(d)

Table of Contents

Chapter 1 The Role of Marketing Research in Management Decision Making

Chapter 2 The Marketing Research Industry and Research Ethics

Chapter 3 Problem Definition, Exploratory Research, and the Research Process

Chapter 4 Secondary Data and Databases

Chapter 5 Qualitative Research

Chapter 6 Traditional Survey Research

Chapter 7 Online Marketing Research

Chapter 8 Primary Data Collection: Observation

Chapter 9 Primary Data Collection: Experimentation and Test Markets

Chapter 10 The Concept of Measurement

Chapter 11 Using Measurement Scales to Build Marketing Effectiveness

Chapter 12 Questionnaire Design

Chapter 13 Basic Sampling Issues

Chapter 14 Sample Size Determination

Chapter 15 Data Processing and Fundamental Data Analysis

Chapter 16 Statistical Testing Of Differences and Relationships

Chapter 17 Bivariate Correlation and Regression

Chapter 18 Multivariate Data Analysis

Chapter 19 Communicating the Research Results

Chapter 20 Managing Marketing Research

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