Marketing Research 11/e Asia Edition [McDaniel] 9781119586500

In Marketing Research, 11th Edition, authors Carl McDaniel & 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. Marketing Research, 11th Edition features new trends, features and cases throughought, with updated chapters featuring new examples of companies and research firms, from Ilycaffe, the famous Italian coffee brand, Twitter, ESPN, Ford and General Motors. 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.

頁數：612
版次：第11版
年份：2019年
規格：平裝/單色
ISBN：9781119586500

1 The Role of Marketing Research in Management Decision Making
2 The Marketing Intelligence Universe and Research Ethics
3 Problem Definition, Exploratory Research, and the Research Process
4 Secondary Data, Big Data, and Data Analytics
5 Qualitative Research
6 Traditional Survey Research
7 Online Marketing Research: The Growth of Mobile and Social Media 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 Basic 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