In the 12th edition of Marketing Research, McDaniel and Gates continue to share their industry experience to teach students how to make critical business decisions through the study of market research. 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. Co–author Roger Gates, President of DSS Research, infuses the text with a practitioners perspective, helping students learn how to use marketing research through a practical presentation of both theory and practice INDICE: Chapter 1 The Role of Marketing Research in Management Decision Making. .Chapter 2 Problem Definition, Exploratory Research, and the Research Process. .Chapter 3 Secondary Data and Big Data Analytics. .Chapter 4 Qualitative Research. .Chapter 5 Traditional Survey Research. .Chapter 6 Online Marketing Research – The Growth of Mobile and Social Media Research. .Chapter 7 Primary Data Collection: Observation. .Chapter 8 Primary Data Collection: Experimentation and Test Markets. .Chapter 9 The Concept of Measurement and Attitude Scales. .Chapter 10 Questionnaire Design. .Chapter 11 Basic Sampling Issues. .Chapter 12 Sample Size Determination. .Chapter 13 Data Processing and Fundamental Data Analysis. .Chapter 14 More Powerful Statistical Methods. .Chapter 15 Communicating the Research Results
- ISBN: 978-1-119-04307-2
- Editorial: John Wiley & Sons
- Encuadernacion: Rústica
- Páginas: 440
- Fecha Publicación: 12/01/2016
- Nº Volúmenes: 1
- Idioma: Inglés
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