Marketing Research Essentials

440 pages, parution le 30/12/2003

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Résumé

Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it's practiced in today's top firms.
Written from the frontlines of marketing research. Both authors bring a combined 40 years of marketing research experience to the new edition. Roger Gates is president of a marketing research firm with over 100 full-time employees. Carl McDaniel is a former partner in a successful marketing research company, and is chairman of the marketing department at the University of Texas at Arlington.
Focus on the research user. The Fourth Edition continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.
Internet Coverage. By 2005 half of all marketing research monies will be spent on Internet research. The new edition reflects this trend throughout the text in detailed coverage of how the Internet is used to conduct marketing research.
Global and Domestic Research Methods. Opening vignettes, examples, and case materials highlight global and domestic marketing research methods.

Part one: An Introduction to Marketing Research.
- The Role of Marketing Research in Management Decision Making.
- Problem Definition and the Research Process.
Part two. Creating a Research Design.
- Secondary Data and Databases.
- Qualitative Research.
- Survey Research: The Profound Impact of the Internet.
- Primary Data Collection: Observation.
- Primary Data Collection: Experimentation.
Part three. Data Acquisition.
- The Concept of Measurement and Attitude Scales.
- Questionnaire Design.
- Basic Sampling Issues.
- Sample Size Determination.
Part four. Data Analysis.
- Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences.
- Bivariate Correlation and Regression.
Part five. Marketing Research in Action.
- Communicating the Research Results.
- Managing Marketing Research and Research Ethics.
- Appendix. Statistical Tables.

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