Marketing research / Carl McDaniel, Jr., Professor Emeritus, University of Texas at Arlington, Roger Gates, DSS Research.

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.