Marketing Research Essentials
Seiten
2012
|
8th edition
John Wiley & Sons Inc
978-1-118-24932-1 (ISBN)
John Wiley & Sons Inc
978-1-118-24932-1 (ISBN)
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Features real data, real people and real results throughout the text helping students connect content and theory to actual business decisions. Offers a practitioner′s perspective teaching students how they will use market research in future careers.
In the eighth edition of Marketing Research, McDaniel and Gates continue to share their industry experience to teach students how to make critical business decisions through the study of market research. 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’s perspective, helping students learn how to use marketing research through a practical presentation of both theory and practice.
In the eighth edition of Marketing Research, McDaniel and Gates continue to share their industry experience to teach students how to make critical business decisions through the study of market research. 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’s perspective, helping students learn how to use marketing research through a practical presentation of both theory and practice.
Preface xxi 1 The Role of Marketing Research in Management Decision Making 1
2 Problem Defi nition, Exploratory Research, and the Research Process 34
3 Secondary Data and Databases 61
4 Qualitative Research 79
5 Traditional Survey Research 106
6 Online Marketing Research 128
7 Primary Data Collection: Observation 153
8 Primary Data Collection: Experimentation and Test Markets 178
9 The Concept of Measurement and Attitude Scales 206
10 Questionnaire Design 243
11 Basic Sampling Issues 277
12 Sample Size Determination 300
13 Data Processing, Data Analysis, and Statistical Testing 325
14 More Powerful Statistical Methods 364
15 Communicating Results and Managing Marketing Research 393
Endnotes 421
Index 437
| Verlagsort | New York |
|---|---|
| Sprache | englisch |
| Maße | 196 x 252 mm |
| Gewicht | 816 g |
| Themenwelt | Mathematik / Informatik ► Informatik ► Theorie / Studium |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-118-24932-1 / 1118249321 |
| ISBN-13 | 978-1-118-24932-1 / 9781118249321 |
| Zustand | Neuware |
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