Marketing Research

8. Auflage 2009
ISBN: 978-0-470-08702-2
Verlag: Wiley

Buch, Englisch, 792 Seiten

Marketing Research focuses on concepts that marketing professionals are most likely to use in the field. In order to make the concepts more relevant, the eighth edition includes more examples and mini-cases of contemporary companies. It presents marketing research through the eyes of a manager using and purchasing research information while also covering quantitative methods. New real-world examples including opening vignettes for each chapter and boxed inserts are included to provide relevant material from the popular press. End-of-chapter cases and mini cases help readers synthesize chapter concepts by focusing on real marketing research problems and real companies. New examples based on products like MP3s, cell phones, and blackberries are incorporated in an effort to further engage marketing professionals and make the material even more relevant.

Autoren/Hrsg.

McDaniel, Carl

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung

Inhaltsverzeichnis

1. The Role of Marketing Research in Management Decision Making
2. The Marketing Research Industry and Research Ethics
3. Problem Definition, Exploratory Research, and the Research Process
4. Secondary Data and Databases
5. Qualitative Research
6. Traditional Survey Research
7. Online Marketing Research
8. Primary Data Collection: Observation
9. Primary Data Collection: Experimentation and Test Markets
10. The Concept of Measurement
11. Using Measurement Scales to Build Marketing Effectiveness
12. Questionnaire Design
13. Basic Sampling Issues
14. Sample Size Determination
15. Data Processing and Fundamental Data Analysis
16. Statistical Testing of Differences and Relationships
17. Bivariate Correlation and Regression
18. Multivariate Data Analysis
19. Communicating the Research Results
20. Managing Marketing Research

Über Autor(innen)

Carl McDaniel, Jr. is currently Professor and Chairman of the Department of Marketing at University of Texas, Arlington. He received his Ph.D. from Arizona State University in 1970, joining the faculty at UTA the same year. He has extensively published in the areas of marketing basics and marketing research. He is the author of over twenty textbooks. He is on the editorial board of the Journal of Business Research, is an ad hoc reviewer for the Journal of the Academy of Marketing Science, and a member of the Board of Directors for the North Texas Higher Education Authority. In the spring of 1995 he served as a senior consultant to the International Trade Centre in Geneva, Switzerland; was an invited lecturer at the Ecole Superieure de Commerce in Pau, France for the past four springs; and recently lectured at eighteen universities in Latin America. Dr. McDaniel was named a Distinguished Fellow of the Southwestern Marketing Association in 1992.