Marketing Research Essentials, with SPSS, 7th Edition

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

• ISBN13: 9780470627631
• ISBN10: 0470627638
• Edition: 7
• Format: Paperback
• Copyright: 2009-12-01
• Publisher: Wiley

Summary

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.

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

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