Presents marketing research through the eyes of a manger using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods. Extensive updates and revisions enhance its traditional high quality and enjoyable style. A "real world " view of marketing research that comes from authors with over 40 years of marketing research experience both in business and in the classroom. "User of the research" focus to the text, present marketing research through the eyes of a manager using and perhaps purchasing marketing research information. Integrated, real…mehr
Presents marketing research through the eyes of a manger using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods. Extensive updates and revisions enhance its traditional high quality and enjoyable style. A "real world " view of marketing research that comes from authors with over 40 years of marketing research experience both in business and in the classroom. "User of the research" focus to the text, present marketing research through the eyes of a manager using and perhaps purchasing marketing research information. Integrated, real world SPSS exercises to give students hands-on experience. Continued complete integration of the Internet and its effect on the field of market research.
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Autorenporträt
Carl McDaniel, Chairman of the marketing department at University of Texas at Arlington for 32 years. He has been an instructor for more than 40 years and is the recipient of several awards for outstanding teaching. McDaniel has also been a district sales manager for Southwestern Bell Telephone Company. Currently, he serves as a board member of the North Texas Higher Education Authority and is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association, Southwestern Marketing Association, and Western Marketing Association. In addition to Marketing, McDaniel has authored or co-authored over 50 textbooks, and his research has appeared in such publications as the Journal of Marketing, Journal of Business Research, Journal of the Academy of Marketing Science, and the California Management Review. McDaniel is co-owner of a marketing research firm and has been a consultant to the International Trade Centre.
Inhaltsangabe
Chapter One - The Role of Marketing Research in Management Decision Making.
Chapter Two - The Marketing Research Industry.
Chapter Three - Problem Definition and the Research Process.
Chapter Four - Secondary Data and Databases.Chapter Five - Qualitative Research.
Chapter Six - Survey Research.Chapter Seven - Primary Data Collection: Observation.
Chapter Eight - Primary Data Collection: Experimentation.
Chapter Nine - The Concept of Measurement.
Chapter Ten - Using Measurement Scales to Build Marketing Effectiveness.
Chapter Eleven - Questionnaire Design.
Chapter Twelve - Basic Sampling Issues.
Chapter Thirteen - Sample Size Determination.
Chapter Fourteen - Data Processing and Fundamental Data Analysis.
Chapter Fifteen - Statistical Testing of Differences.
Chapter Sixteen - Bivariate Correlation and Regression.
Chapter Seventeen - Multivariate Data Analysis.
Chapter Eighteen - Communicating the Research Results.
Chapter Nineteen - Managing Marketing Research and Research Ethics.
