Real Data, Real People, Real Research
Experience what it's like to work at the frontlines of the marketing research industry! In Marketing Research, 7th Edition, Carl McDaniel, founder of the University of Texas at Arlington's MS In Marketing Research program, and Roger Gates, a full-time marketing researcher, offer you an engaging, highly entertaining, and thoroughly real look at the field today.
Drawing from their own real-life experiences, the authors provide insights into the latest trends, what works and what doesn't, and what separates the good research from the bad.
You'll discover how to effectively use marketing research to make critical decisions, learn how to manage people, know what to look for in a marketing research report, and much more.
Highlights of the Seventh Edition
* Three new data cases are based on real data gathered from a nationwide sample of 2,000 college-aged students from the Survey Sampling International database. Cases include and online dating service, an online student travel service, and a new chain of combination fast food/convenience stores.
* A new video on Focus Groups shows college students discussing online dating.
* From the Front Line boxes present real-life insights from practicing professionals at Roger Gates's research firm, DSS Research.
* A Student Version of SPSS 14.0 is packaged with this text.
* SPSS exercises follow each quantitative chapter. Data sets and Excel-based versions of the SPSS exercises are available on the Companion Web Site.
* New web quizzes enable students to test their understanding of the material.
* Includes many new chapter-opening vignettes, global vignettes, and real-life research cases, based on real companies such as Proctor & Gamble, Starbucks, Swiffer dust mops, Gap, and Coach Handbags.
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The Role of Marketing Research in Management Decision Making
What is Good About Marketing
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ACNielsen advertising analysis answer asked attitudes behavior bias brand Chapter client concept conducted conjoint analysis consumers cost cross tabulation customers database demographic dependent variable determine developed discussion distribution estimate evaluate example Exhibit factors focus groups hypothesis identify important individual internal Internet Internet surveys marketing mix marketing research firms Marketing Research Review mean measure ment movie mystery shopping nonprobability samples normal distribution null hypothesis offer online focus groups panel participants percent person population Practicing Marketing Research problem procedures purchase qualitative research questionnaire questions random sample regression regression analysis research objectives research supplier respondents sampling error scale secondary data selected shoppers simple random sample specific SPSS statistical survey research techniques test market tion users validity