Marketing Research. 10th Edition

  • ID: 3335824
  • Book
  • 624 Pages
  • John Wiley and Sons Ltd
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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.WileyPLUS Learning Space is an easy way for students to learn, collaborate, and grow. With WileyPLUS Learning Space, students create a personalized study plan, assess progress along the way, and make deeper connections as they interact with the course material and each other.

This collaborative learning environment provides immediate insight into strengths and problem areas through a combination of dynamic course materials and visual reports so that you can act on what s most important.

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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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Carl McDaniel Jr. is a professor at the University of Texas–Arlington.

Dr. Roger Gates is a co–founder of DSS, incorporated in 1982. DSS Research is a research and consulting firm that does a wide range of marketing research for health care organizations including health insurance companies hospitals and medical products companies with a special focus in health and related types insurance.
Dr. Gates holds MBA and Ph.D. degrees from the University of Florida and held faculty positions at the University of Florida (1968–1970) and the University of Texas at Arlington (1970–1994). He taught marketing research, statistics and multivariate analysis to MBA and Ph.D. students.

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