9781118074619

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.

Preface vii

1 The Role of Marketing Research in Management Decision Making 1

2 The Marketing Research Industry and Research Ethics 21

3 Problem Definition, Exploratory Research, and the Research Process 57

4 Secondary Data and Databases 89

5 Qualitative Research 116

6 Traditional Survey Research 151

7 Online Marketing Research 177

8 Primary Data Collection: Observation 213

9 Primary Data Collection: Experimentation and Test Markets 242

10 The Concept of Measurement 276

11 Using Measurement Scales to Build Marketing Effectiveness 302

12 Questionnaire Design 335

13 Basic Sampling Issues 379

14 Sample Size Determination 406

15 Data Processing And Fundamental Data Analysis 435

16 Statistical Testing Of Differences And Relationships 470

17 Bivariate Correlation and Regression 514

18 Multivariate Data Analysis 540

19 Communicating The Research Results 585

20 Managing Marketing Research 607

Photo Credits PC-1

Appendix 1: Comprehensive Cases A-1

A: Biff Targets an Online Dating Service for College Students A-2

B: Freddy Favors Fast Food and Convenience for College Students A-5

C: Superior Online Student Travel—A Cut Above A-9

D: Rockingham National Bank Visa Card Survey A-13

Appendix 2: Considerations in Creating a Marketing Plan A-21

Appendix 3: Statistical Tables A-25

Endnotes A-32

Glossary G-1

Index I-1

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Marketing Research, 9th Edition

Marketing Research, 9th Edition

1118074610

Summary

Table of Contents

Supplemental Materials