.JPG)
Marketing research /
McDaniel, Carl, Jr., 1941-
Marketing research / Carl McDaniel, Jr., Professor Emeritus, University of Texas at Arlington, Roger Gates, DSS Research. - Eleventh Edition. - pages cm
Revised edition of the authors' Marketing research, [2015]
Includes bibliographical references.
The role of marketing research in management decision making -- The marketing intelligence universe and research ethics -- Problem definition, exploratory research, and the research process -- Secondary data, big data, and data analytics -- Qualitative research -- Traditional survey research -- Online marketing research?the growth of mobile and social media research -- Primary data collection: observation -- Primary data collection : experimentation and test markets -- The concept of measurement -- Using measurement scales to build marketing effectiveness -- Questionnaire design -- Basic sampling issues -- Sample size determination -- Data processing and basic data analysis -- Statistical testing of differences and relationships -- Bivariate correlation and regression -- Multivariate data analysis -- Communicating the research results -- Managing marketing research -- Endnotes -- Glossary.
9781119392019 (pbk.)
2017050311
Marketing research.
HF5415.2 / .M3823 2018
658.8/3
Marketing research / Carl McDaniel, Jr., Professor Emeritus, University of Texas at Arlington, Roger Gates, DSS Research. - Eleventh Edition. - pages cm
Revised edition of the authors' Marketing research, [2015]
Includes bibliographical references.
The role of marketing research in management decision making -- The marketing intelligence universe and research ethics -- Problem definition, exploratory research, and the research process -- Secondary data, big data, and data analytics -- Qualitative research -- Traditional survey research -- Online marketing research?the growth of mobile and social media research -- Primary data collection: observation -- Primary data collection : experimentation and test markets -- The concept of measurement -- Using measurement scales to build marketing effectiveness -- Questionnaire design -- Basic sampling issues -- Sample size determination -- Data processing and basic data analysis -- Statistical testing of differences and relationships -- Bivariate correlation and regression -- Multivariate data analysis -- Communicating the research results -- Managing marketing research -- Endnotes -- Glossary.
9781119392019 (pbk.)
2017050311
Marketing research.
HF5415.2 / .M3823 2018
658.8/3