Synopses & Reviews
Real Data, Real People, Real Research.In the Eight Edition of Marketing Research,McDaniel and Gates continue to share their real-life experiences from the industry to teach students how to make critical business decisions through the study of market research.
The authors’ practical approach and emphasis on being “real” has made this one of the world’s leading marketing research texts. Like no other, this text prepares students by introducing actualdata samples, marketing research professionals, and real-worldcase problems.
Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, this comprehensive text teaches students how to become effective consumers of market research.
Synopsis
Real Data, Real People, Real Research
Experience what it’ s like to work at the frontlines of the marketing research industry! In Marketing Research, 7th Edition, Carl McDaniel, founder of the University of Texas at Arlington’ s MS In Marketing Research program, and Roger Gates, a full-time marketing researcher, offer you an engaging, highly entertaining, and thoroughly real look at the field today.
Drawing from their own real-life experiences, the authors provide insights into the latest trends, what works and what doesn’ t, and what separates the good research from the bad.
You’ ll discover how to effectively use marketing research to make critical decisions, learn how to manage people, know what to look for in a marketing research report, and much more.
Highlights of the Seventh Edition Three new data cases are based on real data gathered from a nationwide sample of 2,000 college-aged students from the Survey Sampling International database. Cases include and online dating service, an online student travel service, and a new chain of combination fast food/convenience stores. A new video on Focus Groups shows college students discussing online dating. "From the Front Line boxes present real-life insights from practicing professionals at Roger Gates’ s research firm, DSS Research. A Student Version of SPSS 14.0 is packaged with this text. SPSS exercises follow each quantitative chapter. Data sets and Excel-based versions of the SPSS exercises are available on the Companion Web Site. New web quizzes enable students to test their understanding of the material. Includes many new chapter-opening vignettes, global vignettes, and real-liferesearch cases, based on real companies such as Proctor & Gamble, Starbucks, Swiffer dust mops, Gap, and Coach Handbags.
About the Author
Carl McDaniel, Jr.is currently Professor and Chairman of the Department of Marketing at University of Texas, Arlington. He received his Ph.D. from Arizona State University in 1970, joining the faculty at UTA the same year. He has extensively published in the areas of marketing basics and marketing research. He is the author of over twenty textbooks. He is on the editorial board of the Journal of Business Research, is an ad hoc reviewer for the Journal of the Academy of Marketing Science, and a member of the Board of Directors for the North Texas Higher Education Authority. In the spring of 1995 he served as a senior consultant to the International Trade Centre in Geneva, Switzerland; was an invited lecturer at the Ecole Superieure de Commerce in Pau, France for the past four springs; and recently lectured at eighteen universities in Latin America. Dr. McDaniel was named a Distinguished Fellow of the Southwestern Marketing Association in 1992.
Table of Contents
1. The Role of Marketing Research in Management Decision Making.
2. The Marketing Research Industry and Research Ethics.
3. Problem Definition, Exploratory Research, and the Research Process.
4. Secondary Data and Databases.
5. Qualitative Research.
6. Traditional Survey Research.
7. Online Marketing Research.
8. Primary Data Collection: Observation.
9. Primary Data Collection: Experimentation and Test Markets.
10. The Concept of Measurement.
11. Using Measurement Scales to Build Marketing Effectiveness.
12. Questionnaire Design.
13. Basic Sampling Issues.
14. Sample Size Determination.
15. Data Processing and Fundamental Data Analysis.
16. Statistical Testing of Differences and Relationships.
17. Bivariate Correlation and Regression
18. Multivariate Data Analysis..
19. Communicating the Research Results.
20. Managing Marketing Research.