Marketing Research, 11th Edition

Marketing Research, 11th Edition

by Carl McDaniel Jr., Roger Gates
Released January 2018
Publisher(s): Wiley
ISBN: 9781119392019

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Book description

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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.

Table of contents

  1. Cover
  2. Title Page
  3. Preface
  4. CHAPTER 1: The Role of Marketing Research in Management Decision Making
    1. Nature of Marketing
    2. Marketing Research and Decision Making
    3. Development of Marketing Research
    4. Summary
    5. Key Terms
    6. Questions for Review & Critical Thinking
  5. CHAPTER 2: The Marketing Intelligence Universe and Research Ethics
    1. Rapidly Changing Structure of the Marketing Research Industry
    2. Organizations Involved in Marketing Intelligence
    3. Consumer and Industrial Corporate Marketing Research Departments
    4. Research Suppliers
    5. Using Marketing Research—A Corporate Perspective
    6. Marketing Research Ethics
    7. Summary
    8. Key Terms
    9. Questions for Review & Critical Thinking
    10. Working the Net
  6. CHAPTER 3: Problem Definition, Exploratory Research, and the Research Process
    1. Critical Importance of Correctly Defining the Problem
    2. Research Objectives As Hypotheses
    3. Marketing Research Process
    4. Managing the Research Process
    5. The Marketing Research Proposal
    6. What Motivates Decision Makers to Use Research Information?
    7. Summary
    8. Key Terms
    9. Questions for Review & Critical Thinking
    10. Working the Net
  7. CHAPTER 4: Secondary Data, Big Data, and Data Analytics
    1. Nature of Secondary Data
    2. Internal Databases
    3. Big Data Analytics
    4. Decision Support Systems
    5. Summary
    6. Key Terms
    7. Questions for Review and Critical Thinking
    8. Working the Net
  8. CHAPTER 5: Qualitative Research
    1. Nature of Qualitative Research
    2. Focus Groups
    3. Other Qualitative Methodologies
    4. Future of Qualitative Research
    5. Summary
    6. Key Terms
    7. Questions for Review & Critical Thinking
    8. Working the Net
  9. CHAPTER 6: Traditional Survey Research
    1. Popularity of Survey Research
    2. Types of Errors in Survey Research
    3. Types of Surveys
    4. Determination of the Survey Method
    5. Summary
    6. Key Terms
    7. Questions for Review & Critical Thinking
  10. CHAPTER 7: Online Marketing Research: The Growth of Mobile and Social Media Research
    1. The Online World
    2. Using the Internet for Secondary Data
    3. Online Qualitative Research
    4. Webcam Focus Groups
    5. Online Survey Research
    6. Commercial Online Panels
    7. Mobile Internet Research—The Future Is Now
    8. Social Media Marketing Research
    9. Summary
    10. Key Terms
    11. Questions for Review & Critical Thinking
    12. Working the Net
  11. CHAPTER 8: Primary Data Collection: Observation
    1. Nature of Observation Research
    2. Human Observation
    3. Machine Observation
    4. Tracking
    5. Virtual Reality Research
    6. Summary
    7. Key Terms
    8. Questions for Review & Critical Thinking
    9. Working the Net
  12. CHAPTER 9: Primary Data Collection: Experimentation and Test Markets
    1. What Is an Experiment?
    2. Demonstrating Causation
    3. Experimental Setting
    4. Experimental Validity
    5. Experimental Notation
    6. Extraneous Variables
    7. Experimental Design, Treatment, and Effects
    8. Limitations of Experimental Research
    9. Selected Experimental Designs
    10. Test Markets
    11. Summary
    12. Key Terms
    13. Questions for Review & Critical Thinking
    14. Working the Net
  13. CHAPTER 10: The Concept of Measurement
    1. Measurement Process
    2. Step One: Identify the Concept of Interest
    3. Step Two: Develop a Construct
    4. Step Three: Define the Concept Constitutively
    5. Step Four: Define the Concept Operationally
    6. Step Five: Develop a Measurement Scale
    7. Step Six: Evaluate the Reliability and Validity of the Measurement
    8. Summary
    9. Key Terms
    10. Questions for Review & Critical Thinking
    11. Working the Net
  14. CHAPTER 11: Using Measurement Scales to Build Marketing Effectiveness
    1. Attitudes, Behavior, and Marketing Effectiveness
    2. Attitude Measurement Scales
    3. Considerations in Selecting a Scale
    4. Attitude Measures and Management Decision Making
    5. Summary
    6. Key Terms
    7. Questions for Review & Critical Thinking
    8. Working the Net
  15. CHAPTER 12: Questionnaire Design
    1. Role of a Questionnaire
    2. Criteria for a Good Questionnaire
    3. Does It Solicit Information in an Unbiased Manner: Questionnaire Design Process
    4. Impact of the Internet and Mobile Phones on Questionnaire Development
    5. Adapting to Mobile Device Questionnaires
    6. Costs, Profitability, and Questionnaires
    7. Summary
    8. Key Terms
    9. Questions for Review & Critical Thinking
    10. Working the Net
  16. CHAPTER 13: Basic Sampling Issues
    1. Concept of Sampling
    2. Developing a Sampling Plan
    3. Sampling and Nonsampling Errors
    4. Probability Sampling Methods
    5. Nonprobability Sampling Methods
    6. Internet Sampling
    7. Summary
    8. Key Terms
    9. Questions for Review & Critical Thinking
    10. Working the Net
  17. CHAPTER 14: Sample Size Determination
    1. Determining Sample Size for Probability Samples
    2. Normal Distribution
    3. Population and Sample Distributions
    4. Sampling Distribution of the Mean
    5. Determining Sample Size
    6. Statistical Power
    7. Summary
    8. Key Terms
    9. Questions for Review & Critical Thinking
    10. Working the Net
  18. CHAPTER 15: Data Processing and Basic Data Analysis
    1. Overview of Data Analysis Procedure
    2. Step One: Validation and Editing of Paper Surveys
    3. Step Two: Coding
    4. Step Three: Data Capture
    5. Step Four: Logical Cleaning of Data
    6. Step Five: Tabulation and Statistical Analysis
    7. Graphic Representations of Data
    8. Descriptive Statistics
    9. Summary
    10. Key Terms
    11. Questions for Review & Critical Thinking
    12. Working the Net
  19. CHAPTER 16: Statistical Testing of Differences and Relationships
    1. Evaluating Differences and Changes
    2. Statistical Significance
    3. Hypothesis Testing
    4. Commonly Used Statistical Hypothesis Tests
    5. Goodness of Fit
    6. Hypotheses about One Mean
    7. Hypotheses about Two Means
    8. Hypotheses about Proportions
    9. Analysis of Variance (ANOVA)
    10. P Values and Significance Testing
    11. Summary
    12. Key Terms
    13. Questions for Review & Critical Thinking
    14. Working the Net
  20. CHAPTER 17: Bivariate Correlation and Regression
    1. Bivariate Analysis of Association
    2. Bivariate Regression
    3. Correlation for Metric Data: Pearson’s Product–Moment Correlation
    4. Summary
    5. Key Terms
    6. Questions for Review & Critical Thinking
    7. Working the Net
  21. CHAPTER 18: Multivariate Data Analysis
    1. Multivariate Analysis Procedures
    2. Multivariate Software
    3. Multiple Regression Analysis
    4. Multiple Discriminant Analysis
    5. Cluster Analysis
    6. Factor Analysis
    7. Conjoint Analysis
    8. Big Data and Hadoop
    9. Predictive Analytics
    10. Summary
    11. Key Terms
    12. Questions for Review & Critical Thinking
    13. Working the Net
  22. CHAPTER 19: Communicating the Research Results
    1. The Research Report
    2. Organizing the Report
    3. Interpreting the Findings
    4. Making a Presentation
    5. Summary
    6. Key Terms
    7. Questions for Review & Critical Thinking
    8. Working the Net
  23. CHAPTER 20: Managing Marketing Research
    1. Marketing Research Supplier Management
    2. Communication
    3. The Key Role of the Project Manager
    4. Managing the Research Process
    5. Managing a Marketing Research Department
    6. Summary
    7. Key Terms
    8. Questions for Review & Critical Thinking
    9. Working the Net
  24. Appendix A: Statistical Tables
  25. Appendix B: Considerations in Creating a Marketing Plan (Online)
  26. Appendix C: Comprehensive Cases (Online)
  27. Endnotes
  28. Glossary
  29. QSR Survey
  30. Index
  31. End User License Agreement

Product information

  • Title: Marketing Research, 11th Edition
  • Author(s): Carl McDaniel Jr., Roger Gates
  • Release date: January 2018
  • Publisher(s): Wiley
  • ISBN: 9781119392019