Overview

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.

Full Product Details

Author:   Prof Carl McDaniel ,  Roger Gates
Publisher:   John Wiley and Sons Ltd
Imprint:   John Wiley & Sons Ltd
Edition:   7th Revised edition
Dimensions:   Width: 20.60cm , Height: 1.80cm , Length: 25.30cm
Weight:   0.964kg
ISBN:  

9780470627631

ISBN 10:   0470627638
Pages:   507
Publication Date:   18 June 2010
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Chapter 1 - The Role of Marketing Research in Management Decision Making Chapter 1 Appendix A - Careers in Marketing Research Chapter 1 Appendix B - Marketing Research Ethics Chapter 2 - Problem Definition, Exploratory Research, and the Research Process Chapter 3 - Secondary Data and Databases Chapter 4 - Qualitative Research Chapter 5 - Survey Research Chapter 6 - Primary Data Collection: Observation Chapter 7 - Primary Data Collection: Experimentation Chapter 8 - The Concept of Measurement and Attitude Scales Chapter 9 - Questionnaire Design Chapter 10 - Basic Sampling Issues Chapter 11 - Sample Size Determination Chapter 12 - Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences Chapter 13 - Bivariate Correlation and Regression Chapter 14 - Communicating the Research Results and Managing Marketing Research Appendix 1-A - Statistical Tables

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