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Marketing Research Essentials, 7th Edition
John Wiley and Sons Ltd, June 2010, Pages: 528
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.
The new 7th Edition encourages students to view marketing research through the eyes of a manager using and purchasing information while maintaining solid competitive coverage of quantitative methods. Students using this world-leading market research text will be introduced to actual data samples, real-world case problems, and methods tried and tested in the real world.
New to this Edition:
- Larger emphasis on marketing research as much more than computing sample size or conducting a focus group.
- New attitude scales coverage.
- New examples and mini-cases featuring a broad range of contemporary companies, including those from top health care market research providers, to which students can relate.
- Inclusion of the latest technology products to further engage students.
- More real-world examples including opening vignettes for each chapter and boxed inserts that provide relevant material from the popular press.
- Enhanced features, such as Making it Work: Concepts are demonstrated and fully explained. 'If one has this level of measurement, i.e. ordinal, then these are the appropriate statistical tests to use.
Hallmark Features:
- 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
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