book

Marketing Research, 11th Edition

by Carl McDaniel Jr., Roger Gates

January 2018

Beginner

584 pages

25h 53m

English

Wiley

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Nature of MarketingMarketing Research and Decision MakingDevelopment of Marketing ResearchSummaryKey TermsQuestions for Review & Critical Thinking
Rapidly Changing Structure of the Marketing Research IndustryOrganizations Involved in Marketing IntelligenceConsumer and Industrial Corporate Marketing Research DepartmentsResearch SuppliersUsing Marketing Research—A Corporate PerspectiveMarketing Research EthicsSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
Critical Importance of Correctly Defining the ProblemResearch Objectives As HypothesesMarketing Research ProcessManaging the Research ProcessThe Marketing Research ProposalWhat Motivates Decision Makers to Use Research Information?SummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
Nature of Secondary DataInternal DatabasesBig Data AnalyticsDecision Support SystemsSummaryKey TermsQuestions for Review and Critical ThinkingWorking the Net
Nature of Qualitative ResearchFocus GroupsOther Qualitative MethodologiesFuture of Qualitative ResearchSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
Popularity of Survey ResearchTypes of Errors in Survey ResearchTypes of SurveysDetermination of the Survey MethodSummaryKey TermsQuestions for Review & Critical Thinking
The Online WorldUsing the Internet for Secondary DataOnline Qualitative ResearchWebcam Focus GroupsOnline Survey ResearchCommercial Online PanelsMobile Internet Research—The Future Is NowSocial Media Marketing ResearchSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net

Nature of Observation ResearchHuman ObservationMachine ObservationTrackingVirtual Reality ResearchSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
What Is an Experiment?Demonstrating CausationExperimental SettingExperimental ValidityExperimental NotationExtraneous VariablesExperimental Design, Treatment, and EffectsLimitations of Experimental ResearchSelected Experimental DesignsTest MarketsSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
Measurement ProcessStep One: Identify the Concept of InterestStep Two: Develop a ConstructStep Three: Define the Concept ConstitutivelyStep Four: Define the Concept OperationallyStep Five: Develop a Measurement ScaleStep Six: Evaluate the Reliability and Validity of the MeasurementSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
Attitudes, Behavior, and Marketing EffectivenessAttitude Measurement ScalesConsiderations in Selecting a ScaleAttitude Measures and Management Decision MakingSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
Role of a QuestionnaireCriteria for a Good QuestionnaireDoes It Solicit Information in an Unbiased Manner: Questionnaire Design ProcessImpact of the Internet and Mobile Phones on Questionnaire DevelopmentAdapting to Mobile Device QuestionnairesCosts, Profitability, and QuestionnairesSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
Concept of SamplingDeveloping a Sampling PlanSampling and Nonsampling ErrorsProbability Sampling MethodsNonprobability Sampling MethodsInternet SamplingSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
Determining Sample Size for Probability SamplesNormal DistributionPopulation and Sample DistributionsSampling Distribution of the MeanDetermining Sample SizeStatistical PowerSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
Overview of Data Analysis ProcedureStep One: Validation and Editing of Paper SurveysStep Two: CodingStep Three: Data CaptureStep Four: Logical Cleaning of DataStep Five: Tabulation and Statistical AnalysisGraphic Representations of DataDescriptive StatisticsSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
Evaluating Differences and ChangesStatistical SignificanceHypothesis TestingCommonly Used Statistical Hypothesis TestsGoodness of FitHypotheses about One MeanHypotheses about Two MeansHypotheses about ProportionsAnalysis of Variance (ANOVA)P Values and Significance TestingSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
Bivariate Analysis of AssociationBivariate RegressionCorrelation for Metric Data: Pearson’s Product–Moment CorrelationSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
Multivariate Analysis ProceduresMultivariate SoftwareMultiple Regression AnalysisMultiple Discriminant AnalysisCluster AnalysisFactor AnalysisConjoint AnalysisBig Data and HadoopPredictive AnalyticsSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
The Research ReportOrganizing the ReportInterpreting the FindingsMaking a PresentationSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net
Marketing Research Supplier ManagementCommunicationThe Key Role of the Project ManagerManaging the Research ProcessManaging a Marketing Research DepartmentSummaryKey TermsQuestions for Review & Critical ThinkingWorking the Net

Overview

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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.