Marketing Research Essentials, 7th Edition

by Carl McDaniel (University of Texas, Arlington); Roger Gates (DSS Research)

• ISBN13: 9780470169704
• ISBN10: 0470169702
• Edition: 7th
• Format: Paperback
• Copyright: 2009-12-01
• Publisher: Wiley

Summary

Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it's practiced in today's top firms. Focus on the research user. Continues to present marketing research through the eyes of a manager using, or purchasing marketing research information. Chapter-Opening Vignettes discuss prominent companies/products. Marketing Research Across the Organization features present a series of questions and scenarios that require students to consider the impact of marketing research on basic business activities related to finance, production, human resources, and so forth. Real-life Ethical Dilemmas such as protecting the anonymity of children online and allowing researchers to interview children at school for cash. Marketing research War Stories. Short, amusing anecdotes about the trials and tribulations of conducting marketing research. SPSS Exercises at the end of the quantitative chapters give students easy to follow, hands-on experience with this professional level statistical package. Inclusion of the latest version of SPSS

Table of Contents

The Role of Marketing Research in Management Decision Making

Appendix A - Careers in Marketing Research

Appendix B - Marketing Research Ethics

Problem Definition, Exploratory Research, and the Research Process

Secondary Data and Databases

Qualitative Research

Survey Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

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

Bivariate Correlation and Regression

Communicating the Research Results and Managing Marketing Research

Statistical Tables

Table of Contents provided by Publisher. All Rights Reserved.