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Marketing Research, 11th Edition

Marketing Research, 11th Edition

Carl McDaniel Jr., Roger Gates

ISBN: 978-1-119-39202-6

Dec 2017

584 pages



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In Marketing Research, 11th Edition, authors Carl McDaniel & 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. Marketing Research, 11th Edition features new trends, features and cases throughought, with updated chapters featuring new examples of companies and research firms, from Ilycaffe, the famous Italian coffee brand, Twitter, ESPN, Ford and General Motors. 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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1 The Role of Marketing Research in Management Decision Making 1

2 The Marketing Intelligence Universe and Research Ethics 17

3 Problem Definition, Exploratory Research, and the Research Process 44

4 Secondary Data, Big Data, and Data Analytics 70

5 Qualitative Research 88

6 Traditional Survey Research 115

7 Online Marketing Research—The Growth of Mobile and Social Media Research 136

8 Primary Data Collection: Observation 154

9 Primary Data Collection: Experimentation and Test Markets 180

10 The Concept of Measurement 209

11 Using Measurement Scales to Build Marketing Effectiveness 228

12 Questionnaire Design 256

13 Basic Sampling Issues 289

14 Sample Size Determination 311

15 Data Processing and Basic Data Analysis 337

16 Statistical Testing of Differences and Relationships 373

17 Bivariate Correlation and Regression 416

18 Multivariate Data Analysis 443

19 Communicating the Research Results 477

20 Managing Marketing Research 501