Marketing Research Essentials
Published on 21. July 2017
Book
Paperback/Softback
440 pages
978-1-119-04307-2 (ISBN)
Description
In Marketing Research Essentials, 9th 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.
More details
Edition
9th Edition
Language
English
Place of publication
New York
United States
Target group
Professional and scholarly
Weight
666 gr
ISBN-13
978-1-119-04307-2 (9781119043072)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
Book
10/2012
8th Edition
Wiley
€104.80
Article exhausted; check for reprint
Content
Chapter 1 The Role of Marketing Research in Management Decision Making
Chapter 2 Problem Definition, Exploratory Research, and the Research Process
Chapter 3 Secondary Data and Big Data Analytics
Chapter 4 Qualitative Research
Chapter 5 Traditional Survey Research
Chapter 6 Online Marketing Research - The Growth of Mobile and Social Media Research
Chapter 7 Primary Data Collection: Observation
Chapter 8 Primary Data Collection: Experimentation and Test Markets
Chapter 9 The Concept of Measurement and Attitude Scales
Chapter 10 Questionnaire Design
Chapter 11 Basic Sampling Issues
Chapter 12 Sample Size Determination
Chapter 13 Data Processing and Fundamental Data Analysis
Chapter 14 More Powerful Statistical Methods
Chapter 15 Communicating the Research Results
Chapter 2 Problem Definition, Exploratory Research, and the Research Process
Chapter 3 Secondary Data and Big Data Analytics
Chapter 4 Qualitative Research
Chapter 5 Traditional Survey Research
Chapter 6 Online Marketing Research - The Growth of Mobile and Social Media Research
Chapter 7 Primary Data Collection: Observation
Chapter 8 Primary Data Collection: Experimentation and Test Markets
Chapter 9 The Concept of Measurement and Attitude Scales
Chapter 10 Questionnaire Design
Chapter 11 Basic Sampling Issues
Chapter 12 Sample Size Determination
Chapter 13 Data Processing and Fundamental Data Analysis
Chapter 14 More Powerful Statistical Methods
Chapter 15 Communicating the Research Results