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 intothe secrets of conducting effective focus groups and questionnaires. The realresearch used by the authors is drawn from Survey Sampling International (SSI). SSI is the world leader in sampling solutions. INDICE: 1 Introduction to Marketing ResearchNature of MarketingMarketing Research and Decision MakingDevelopment of Marketing Research 2 Ethical Decision Making in the Marketing Research IndustryEvolving Structure of the MarketingResearch IndustryConsumer and Industrial Corporate Marketing Research DepartmentsResearch SuppliersUsing Marketing Research - A Corporate PerspectiveThe State of the Marketing Research IndustryMarketing Research Ethics3 Steps in the Research ProcessCritical Importance of Correctly Defining the ProblemMarketingResearch ProcessManaging the Research ProcessThe Marketing Research ProposalWhat Motivates Decision Makers to Use Research Information?Appendix 3A: A Marketing Research Proposal4 Using Secondary DataNature of Secondary DataInternal DatabasesInformation Management5 Focus Groups, Depth Interviews, and Other Non-quantitative Research MethodsNature of Qualitative ResearchThe Importance of Focus GroupsOther Qualitative MethodologiesFuture of Qualitative Research6 Methods of Survey ResearchPopularity of Survey ResearchTypes of Errors in Survey ResearchTypes of SurveysDetermination of the Survey MethodMarketing Research Interviewer7 Using the Internet for Marketing ResearchThe Online WorldUsing the Internet for Secondary DataInternet Search StrategiesOnline Qualitative ResearchOnline Survey ResearchCommercial Online Panels8 Ethnography, Scanner-based Research, and Other Observation TechniquesNature of Observation ResearchHuman ObservationMachine ObservationObservation Research on the InternetObservation Research and Virtual Shopping9 Primary Data Collection: Experimentation and Test Markets What Is an Experiment?Demonstrating CausationExperimental SettingExperimental ValidityExperimental NotationExtraneous VariablesExperimental Design, Treatment, and EffectsLimitations of Experimental ResearchSelected Experimental DesignsTest Markets10 The Importance of Proper Measurement Step One: Identify the Concept of InterestStep Two: Develop a ConstructStep Three: Define theConcept ConstitutelyStep Four: Define the Concept OperationallyStep Five: Develop a Measurement ScaleStep Six: Evaluate the Reliability and Validity of theMeasurement11 Attitude MeasurementAttitudes, Behavior, and Marketing EffectivenessScaling DefinedAttitude Measurement ScalesConsiderations in Selecting a ScaleAttitude Measures and Management Decision Making12 Questionnaire Design Role of a QuestionnaireCriteria for a Good QuestionnaireQuestionnaire Design ProcessImpact of the Internet on Questionnaire DevelopmentSoftware for Questionnaire DevelopmentCosts, Profitability, and Questionnaires13 Basic Sampling Issues Concept of SamplingDeveloping a Sampling PlanSampling and nonsampling ErrorsProbability Sampling MethodsNonprobability Sampling MethodsInternet Sampling14Sample Size Determination Determining Sample Size for Probability SamplesNormal DistributionPopulation and Sample DistributionsSampling Distribution of theMeanDetermining Sample SizeStatistical Power15 Data Processing And Fundamental Data Analysis Overview of the Data Analysis ProcedureStep One: Validation and EditingStep Two: CodingStep Three: Data EntryStep Four: Logical Cleaning of DataStep Five: Tabulation and Statistical AnalysisGraphic Representations of DataDescriptive Statistics16 Statistical Testing Of Differences And Relationships Evaluating Differences and ChangesStatistical SignificanceHypothesis TestingCommonly Used Statistical Hypothesis TestsGoodness of FitHypotheses about OneMeanHypotheses about Two MeansHypotheses about ProportionsAnalysis of Variance (ANOVA)P Values and Significance Testing17 Bivariate Correlation and Regression Bivariate Analysis of AssociationBivariate RegressionCorrelation Analysis18 Multivariate Data Analysis Multivariate Analysis ProceduresMultivariate SoftwareMultiple Discriminant AnalysisCluster AnalysisFactor AnalysisAppendix: United Wireless Communications Data Set19 The Research ReportThe Research ReportOrganizing the ReportMaking a Presentation20 Planning, Organizing, and Controlling the Research FunctionConsolidating the Number of Acceptable SuppliersMarketing Research Supplier ManagementCommunicationManaging the Research ProcessClient Profitability ManagementStaff Management and DevelopmentManaging a Marketing Research DepartmentAppendix 1: Comprehensive CasesA: Biff Targets an OnlineDating Service for College Students B: Freddy Favors Fast Food and Convenience for College Students C: Superior Online Student Travel—A Cut Above D: Rockingham National Bank Visa Card Survey Appendix 2: Considerations in Creating a Marketing Plan Appendix 3: Statistical Tables
- ISBN: 978-1-118-11271-7
- Editorial: John Wiley & Sons
- Encuadernacion: Rústica
- Páginas: 736
- Fecha Publicación: 17/02/2012
- Nº Volúmenes: 1
- Idioma: Inglés