In Marketing Research, 10th Edition, authors Carl McDaniel and 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. 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.WileyPLUS Learning Space is an easy way for students to learn, collaborate, and grow. With WileyPLUS Learning Space, students create a personalized study plan, assess progress along the way, and make deeper connections as they interact with the course material and each other.
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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
Authors
Carl McDaniel Jr. is a professor at the University of Texas–Arlington.Dr. Roger Gates is a co–founder of DSS, incorporated in 1982. DSS Research is a research and consulting firm that does a wide range of marketing research for health care organizations including health insurance companies hospitals and medical products companies with a special focus in health and related types insurance.
Dr. Gates holds MBA and Ph.D. degrees from the University of Florida and held faculty positions at the University of Florida (1968–1970) and the University of Texas at Arlington (1970–1994). He taught marketing research, statistics and multivariate analysis to MBA and Ph.D. students.
