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Marketing Research, 10th Edition

October 2014, ©2015
Marketing Research, 10th Edition (EHEP003220) cover image

Description

In Marketing Research, 10th 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.
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Table of Contents

Chapter 1 The Role of Marketing Research in Management Decision Making

Chapter 2 The Marketing Research Industry and Research Ethics

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

Chapter 4 Secondary Data and Databases

Chapter 5 Qualitative Research

Chapter 6 Traditional Survey Research

Chapter 7 Online Marketing Research

Chapter 8 Primary Data Collection: Observation

Chapter 9 Primary Data Collection: Experimentation and Test Markets

Chapter 10 The Concept of Measurement

Chapter 11 Using Measurement Scales to Build Marketing Effectiveness

Chapter 12 Questionnaire Design

Chapter 13 Basic Sampling Issues

Chapter 14 Sample Size Determination

Chapter 15 Data Processing and Fundamental Data Analysis

Chapter 16 Statistical Testing Of Differences and Relationships

Chapter 17 Bivariate Correlation and Regression

Chapter 18 Multivariate Data Analysis

Chapter 19 Communicating the Research Results

Chapter 20 Managing Marketing Research

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New To This Edition

  • WileyPLUS Learning Space is an easy way for students to learn, collaborate, and grow. With WileyPLUS Learning Space, students create a personalized study plan, assess progress along the way, and make deeper connections as they interact with the course material and each other. Visit www.WileyPLUSlearningspace.com for more information (Access to WileyPLUS Learning Space is sold separately)
  • Coverage of Big Data: the authors introduce big data in Chapter 1 and discuss it throughout the text
  • Coverage of Mobile and Social Media Marketing Research: in Chapter 7 the authors discuss the change in how decision making information is obtained and what data is gathered through mobile and social media platforms.
  • Quick Service Restaurant (QSR) Survey: This new case examines how Americans 18 to 34 years old view, patronize, and consume food from chains such as McDonalds, Taco Bell, and many more. By analyzing the data students can gain insights on what factors caused consumers to patronize a particular chain and which chains perform the best on factors such as quality of food, menu variety, atmosphere and others. The case also features a host of demographic characteristics to enable you to analyze preferences, likes and dislikes by attitudes toward health and nutrition, level of education, income, living situation, and other variables.   This case is available in the back of the text just before the index.
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The Wiley Advantage

  • Real World Content: Real data, real research, and real people are featured throughout the text to help students connect content and theory to actual business decisions.
  • Applied Approach: The most practical marketing research text offers a practitioner perspective to teach students how they will use market research in future careers.
  • Coverage of new market trends and innovations: as the field of marketing research continues to transform, the authors provide the latest on trends and methodology. They introduce and discuss topics such as big data, analytics, and mobile and social media market research.
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Instructors Resources
Wiley Instructor Companion Site
Instructor's Manual
Features chapter outlines, suggest lesson plans, learning objectives, key terms, answers to pedagogy.
PowerPoint Presentations
Our PowerPoint presentations contain a combination of key concepts allowing you to illustrate important topics with images, figures, and problems from the textbook.
Marketing Research Video Series
Interviews with key personnel at leading marketing research companies illustrate how they apply the major concepts of marketing research to their business.
Test Bank
Includes approximately 60 questions per chapter consisting of multiple-choice, true/false, and essay questions.
Computerized Test Bank
ENHANCE YOUR COURSE
WileyPLUS
A research-based online environment for learning and assessment.
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Students Resources
Wiley Student Companion Site
PowerPoint Presentations
Our PowerPoint presentations contain a combination of key concepts allowing you to illustrate important topics with images, figures, and problems from the textbook.
Marketing Research Video Series
Interviews with key personnel at leading marketing research companies illustrate how they apply the major concepts of marketing research to their business.
Interactive Web Quizzes
Quizzes that students can take to test their knowledge of the content. The quizzes are graded automatically online.
ADDITIONAL RESOURCES
WileyPLUS
A research-based online environment for learning and assessment.
Learn more
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Purchase Options
Wiley E-Text   
Marketing Research, 10th Edition
ISBN : 978-1-119-03214-4
624 pages
October 2014, ©2015
$64.00   BUY

Loose-leaf   
Marketing Research, 10th Edition Binder Ready Version
ISBN : 978-1-119-04494-9
624 pages
October 2014, ©2015
$170.95   BUY

Paperback   
Marketing Research, 10th Edition
ISBN : 978-1-118-80884-9
624 pages
October 2014, ©2015
$242.95   BUY

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