Buch, Englisch, 720 Seiten, mit 1 CD-ROM, Format (B × H): 205 mm x 261 mm, Gewicht: 666 g
Buch, Englisch, 720 Seiten, mit 1 CD-ROM, Format (B × H): 205 mm x 261 mm, Gewicht: 666 g
ISBN: 978-0-471-75528-9
Verlag: Wiley
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-life research cases, based on real companies such as Proctor & Gamble, Starbucks, Swiffer dust mops, Gap, and Coach Handbags.
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Preface
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: Survey Research: The Profound Impact of the Internet
Chapter 7: Primary Data Collection: Observation
Chapter 8: Primary Data Collection: Experimentation
Chapter 9: The Concept of Measurement
Chapter 10: Using Measurement Scales to Build Marketing Effectiveness
Chapter 11: Questionnaire Design
Chapter 12: Basic Sampling Issues
Chapter 13: Sample Size Determination
Chapter 14: Data Processing and Fundamental Data
Chapter 15: Statistical Testing of Differences and
Chapter 16: Bivariate Correlation and Regression
Chapter 17: Multivariate Data Analysis
Chapter 18: Communicating the Research Results & Managing Marketing Research
Appendix 1: Comprehensive Cases
A: Biff Targets an Online Dating Service for College Students
B: Freddy Favors Fast Food and Convenience for College Students
C: Superior Online Student Travel - A Cut Above
D: Rockingham National Bank Visa Card Survey
Appendix 2: Considerations in Creating a Marketing Plan
Appendix 3: Statistical Tables
Endnotes
Glossary
Index
