Marketing Research （9 HAR/PSC）

McDaniel, Carl/ Gates, Roger

John Wiley & Sons Inc（2011/10発売）

• 製本 Hardcover:ハードカバー版／ページ数 636 p.
• 言語 ENG
• 商品コード 9781118074619
• DDC分類 658.83

Full Description

This new edition of Gates and McDaniel's Marketing Researchbetter prepares users how to use marketing research in the realbusiness world with real data, people, and research. The text isenhanced with new coverage of mobile applications, more coverage ofdata mining and analytics, and coverage of how to use social mediasuch as Facebook and Twitter for marketing research.

Co-authors McDaniel and Gates are widely respected in themarketing research community because their product takes apractical and applied approach, as opposed to other products in themarket that take a more theoretical approach. Real people arerepresented by Gates' contribution to the product as he providesinsights into the secrets of conducting effective focus groups andquestionnaires. The real research used by the authors is drawn fromSurvey Sampling International (SSI). SSI is the world leader insampling solutions.

Contents

Preface vii

1 The Role of Marketing Research in Management Decision Making1

2 The Marketing Research Industry and Research Ethics 21

3 Problem Definition, Exploratory Research, and the ResearchProcess 57

4 Secondary Data and Databases 89

5 Qualitative Research 116

6 Traditional Survey Research 151

7 Online Marketing Research 177

8 Primary Data Collection: Observation 213

9 Primary Data Collection: Experimentation and Test Markets242

10 The Concept of Measurement 276

11 Using Measurement Scales to Build Marketing Effectiveness302

12 Questionnaire Design 335

13 Basic Sampling Issues 379

14 Sample Size Determination 406

15 Data Processing And Fundamental Data Analysis 435

16 Statistical Testing Of Differences And Relationships 470

17 Bivariate Correlation and Regression 514

18 Multivariate Data Analysis 540

19 Communicating The Research Results 585

20 Managing Marketing Research 607

Photo Credits PC-1

Appendix 1: Comprehensive Cases A-1

A: Biff Targets an Online Dating Service for College StudentsA-2

B: Freddy Favors Fast Food and Convenience for College StudentsA-5

C: Superior Online Student Travel A Cut Above A-9

D: Rockingham National Bank Visa Card Survey A-13

Appendix 2: Considerations in Creating a Marketing Plan A-21

Appendix 3: Statistical Tables A-25

Endnotes A-32

Glossary G-1

Index I-1