Marketing Research Essentials,9781118249321

Marketing Research Essentials

by ;
Edition: 8th
ISBN13: 9781118249321
ISBN10: 1118249321
Format: Paperback
Pub. Date: 2012-09-04
Publisher(s): John Wiley & Sons Inc
List Price: $132.80

Buy Used

In Stock
$95.62
Add to Cart

Rent Textbook

Select for Price
Add to Cart
There was a problem. Please try again later.

New Textbook

We're Sorry
Sold Out

eTextbook

We're Sorry
Not Available

Buy from our Marketplace starting at $5.50

This item is being sold by an Individual Seller and will not ship from the Online Bookstore's warehouse. The Seller must confirm the order within two business days. If the Seller refuses to sell or fails to confirm within this time frame, then the order is cancelled.

Please be sure to read the Description offered by the Seller.


Customer Reviews

Snoozefest  December 3, 2014
by
Rating StarRating StarRating StarRating StarRating Star

"Covers what you'd expect. Experiment design, demographics, surveying, focus groups and all of the boring aspects of market research. Plus it is super expensive."


Flag Review



Marketing Research Essentials: 3 out of 5 stars based on 1 user reviews.

Summary

Marketing Research Essentials gives students an industry perspective to the complexities and rapid developments of the marketing research world. Marketing Research Essentials is the only product in this market co-authored by a full-time marketing research professional. Dr. Roger Gates is a co-founder of DSS Research, a research and consulting firm that does a wide range of marketing research for health care organizations. The authors merge real-life, insider experiences from the industry, quantitative methods, and market research application for use in the classroom. The product encourages students to view marketing research through the eyes of an actual marketing research professional. It illustrates concepts with actual data, real-world case problems, and methods tried and tested in the real world. McDaniel and Gates offer customers the perfect blend of an author team consisting of one academic/teacher and one industry professional.

Table of Contents

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

An electronic version of this book is available through VitalSource.

This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.

By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.

A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.

Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.

Please view the compatibility matrix prior to purchase.