Marketing research
Contributors: Gates, Roger H., 1942-
Edition: 9th ed., International student version / Carl McDaniel, Jr., Roger Gates.
Publisher: Wiley; John Wiley [distributor]
Published: 2012
Place of publication: Hoboken, N.J; Chichester
Language: eng
Number of pages: 636
ISBN-13: 9781118112717
Subjects: Marketing research; Business and Management
Description: "This new edition of Gates and McDaniel's Marketing Research better prepares users how to use marketing research in the real business world with real data, people, and research. The text is enhanced with new coverage of mobile applications, more coverage of data mining and analytics, and coverage of how to use social media such as Facebook and Twitter for marketing research. Co-authors McDaniel and Gates are widely respected in the marketing research community because their product takes a practical and applied approach, as opposed to other products in the market that take a more theoretical approach. Real people are represented by Gates' contribution to the product as he provides insights into the secrets of conducting effective focus groups and questionnaires. The real research used by the authors is drawn from Survey Sampling International (SSI). SSI is the world leader in sampling solutions"--Provided by publisher.
Notes: Previous edition: 2010.

Includes bibliographical references and index.
Table of contents: title: 1. Introduction to marketing research; title: 2. Ethical decision making in the marketing research industry; title: 3. Steps in the research process; title: 4. Using secondary data; title: 5. Focus groups, depth interviews, and other non-quantitative research methods; title: 6. Methods of survey research; title: 7. Using the internet for marketing research; title: 8. Ethnography, scanner-based research, and other observation techniques; title: 9. Primary data collection : experimentation and test markets; title: 10. The importance of proper measurement; title: 11. Attitude measurement; title: 12. Questionnaire design; title: 13. Basic sampling issues; title: 14. Sample size determination; title: 15. Data processing and fundamental data analysis; title: 16. Statistical testing of differences and relationships; title: 17. Bivariate correlation and regression; title: 18. Multivariate data analysis; title: 19. The research report; title: 20. Planning, organizing, and controlling the research function.