7. Edition - November 2011
61.90 Euro
2011. 528 Pages, Softcover
- Textbook -
ISBN-10: 0-470-16970-2
ISBN-13: 978-0-470-16970-4 - John Wiley & Sons






Sample Chapter

Short description
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.

From the 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