Marketing Research
Carl McDaniel, Jr., Roger Gates
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Marketing Research
Carl McDaniel, Jr., Roger Gates
Über dieses Buch
In Marketing Research, 11th Edition, authors Carl McDaniel & 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.
Marketing Research, 11th Edition features new trends, features and cases throughought, with updated chapters featuring new examples of companies and research firms, from Ilycaffe, the famous Italian coffee brand, Twitter, ESPN, Ford and General Motors. 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.
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Inhaltsverzeichnis
- Cover
- Title Page
- Copyright
- Preface
- Contents
- Chapter 1: The Role of Marketing Research in Management Decision Making
- Chapter 2: The Marketing Intelligence Universe and Research Ethics
- Chapter 3: Problem Definition, Exploratory Research, and the Research Process
- Chapter 4: Secondary Data, Big Data, and Data Analytics
- Chapter 5: Qualitative Research
- Chapter 6: Traditional Survey Research
- Chapter 7: Online Marketing Research: The Growth of Mobile and Social Media 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 Basic 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
- Appendix A: Statistical Tables
- Endnotes
- Glossary
- QSR Survey
- Index
- EULA