(Original PDF) Marketing Research Essentials, 9th Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1119239451
- ISBN-13 : 978-1119239451
- Author: Carl McDaniel Jr. (Author), Roger Gates (Author)
In Marketing Research Essentials, 9th Edition, authors Carl McDaniel and 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. 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 contents:
- Preface
- The Role of Marketing Research in Management Decision Making
- Problem Definition, Exploratory Research, and the Research
- Secondary Data and Big Data Analytics
- Qualitative Research
- Traditional Survey Research
- Online Marketing Research
- The Growth of Mobile and Social Media Research
- Primary Data Collection: Observation
- Primary Data Collection: Experimentation and Test Markets
- The Concept of Measurement
- Questionnaire Design
- Basic Sampling Issues
- Sample Size Determination
- Data Processing and Fundamental Data Analysis
- More Powerful Statistical Methods
- Communicating the Research Results
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