Book Description TRY (FREE for 14 days), OR RENT this title: www.wileystudentchoice.com 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. Show and hide more
Table of Contents
Cover Title Page Preface CHAPTER 1: The Role of Marketing Research in Management Decision Making Nature of Marketing Marketing Research and Decision Making Development of Marketing Research Summary Key Terms Questions for Review & Critical Thinking CHAPTER 2: The Marketing Intelligence Universe and Research Ethics Rapidly Changing Structure of the Marketing Research Industry Organizations Involved in Marketing Intelligence Consumer and Industrial Corporate Marketing Research Departments Research Suppliers Using Marketing Research—A Corporate Perspective Marketing Research Ethics Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 3: Problem Definition, Exploratory Research, and the Research Process Critical Importance of Correctly Defining the Problem Research Objectives As Hypotheses Marketing Research Process Managing the Research Process The Marketing Research Proposal What Motivates Decision Makers to Use Research Information? Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 4: Secondary Data, Big Data, and Data Analytics Nature of Secondary Data Internal Databases Big Data Analytics Decision Support Systems Summary Key Terms Questions for Review and Critical Thinking Working the Net CHAPTER 5: Qualitative Research Nature of Qualitative Research Focus Groups Other Qualitative Methodologies Future of Qualitative Research Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 6: Traditional Survey Research Popularity of Survey Research Types of Errors in Survey Research Types of Surveys Determination of the Survey Method Summary Key Terms Questions for Review & Critical Thinking CHAPTER 7: Online Marketing Research: The Growth of Mobile and Social Media Research The Online World Using the Internet for Secondary Data Online Qualitative Research Webcam Focus Groups Online Survey Research Commercial Online Panels Mobile Internet Research—The Future Is Now Social Media Marketing Research Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 8: Primary Data Collection: Observation Nature of Observation Research Human Observation Machine Observation Tracking Virtual Reality Research Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 9: Primary Data Collection: Experimentation and Test Markets What Is an Experiment? Demonstrating Causation Experimental Setting Experimental Validity Experimental Notation Extraneous Variables Experimental Design, Treatment, and Effects Limitations of Experimental Research Selected Experimental Designs Test Markets Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 10: The Concept of Measurement Measurement Process Step One: Identify the Concept of Interest Step Two: Develop a Construct Step Three: Define the Concept Constitutively Step Four: Define the Concept Operationally Step Five: Develop a Measurement Scale Step Six: Evaluate the Reliability and Validity of the Measurement Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 11: Using Measurement Scales to Build Marketing Effectiveness Attitudes, Behavior, and Marketing Effectiveness Attitude Measurement Scales Considerations in Selecting a Scale Attitude Measures and Management Decision Making Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 12: Questionnaire Design Role of a Questionnaire Criteria for a Good Questionnaire Does It Solicit Information in an Unbiased Manner: Questionnaire Design Process Impact of the Internet and Mobile Phones on Questionnaire Development Adapting to Mobile Device Questionnaires Costs, Profitability, and Questionnaires Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 13: Basic Sampling Issues Concept of Sampling Developing a Sampling Plan Sampling and Nonsampling Errors Probability Sampling Methods Nonprobability Sampling Methods Internet Sampling Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 14: Sample Size Determination Determining Sample Size for Probability Samples Normal Distribution Population and Sample Distributions Sampling Distribution of the Mean Determining Sample Size Statistical Power Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 15: Data Processing and Basic Data Analysis Overview of Data Analysis Procedure Step One: Validation and Editing of Paper Surveys Step Two: Coding Step Three: Data Capture Step Four: Logical Cleaning of Data Step Five: Tabulation and Statistical Analysis Graphic Representations of Data Descriptive Statistics Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 16: Statistical Testing of Differences and Relationships Evaluating Differences and Changes Statistical Significance Hypothesis Testing Commonly Used Statistical Hypothesis Tests Goodness of Fit Hypotheses about One Mean Hypotheses about Two Means Hypotheses about Proportions Analysis of Variance (ANOVA) P Values and Significance Testing Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 17: Bivariate Correlation and Regression Bivariate Analysis of Association Bivariate Regression Correlation for Metric Data: Pearson’s Product–Moment Correlation Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 18: Multivariate Data Analysis Multivariate Analysis Procedures Multivariate Software Multiple Regression Analysis Multiple Discriminant Analysis Cluster Analysis Factor Analysis Conjoint Analysis Big Data and Hadoop Predictive Analytics Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 19: Communicating the Research Results The Research Report Organizing the Report Interpreting the Findings Making a Presentation Summary Key Terms Questions for Review & Critical Thinking Working the Net CHAPTER 20: Managing Marketing Research Marketing Research Supplier Management Communication The Key Role of the Project Manager Managing the Research Process Managing a Marketing Research Department Summary Key Terms Questions for Review & Critical Thinking Working the Net Appendix A: Statistical Tables Appendix B: Considerations in Creating a Marketing Plan (Online) Appendix C: Comprehensive Cases (Online) Endnotes Glossary QSR Survey Index End User License Agreement