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Product Description:

This new edition of Gates and McDaniel's Marketing Research better prepares users how to use marketing research in the real business world with real data, people, and research. The text is enhanced with new coverage of mobile applications, more coverage of data mining and analytics, and coverage of how to use social media such as Facebook and Twitter for marketing research.

Co-authors McDaniel and Gates are widely respected in the marketing research community because their product takes a practical and applied approach, as opposed to other products in the market that take a more theoretical approach. Real people are represented by Gates' contribution to the product as he provides insights into the secrets of conducting effective focus groups and questionnaires. The real research used by the authors is drawn from Survey Sampling International (SSI). SSI is the world leader in sampling solutions.

Test Bank for Marketing Research 9th Edition by McDaniel and Gates

Test Bank for Marketing Research 9th Edition by McDaniel and Gates

Table of Contents:

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

Product details

Language: English
ISBN-10:   1118074610

ISBN-13:   978-1118074619                    9781118074619

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Test Bank for Marketing Research 9th Edition by McDaniel and Gates