Marketing Research 12th Edition Carl Mcdaniel Jr.

Marketing Research – Ebook Instant Download/Delivery ISBN(s): 9781119716310,1119716314

Product details:

• ISBN-10 ‏ : ‎ 1119716314
• ISBN-13 ‏ : ‎ 978-1119716310
• Author(s): Carl McDaniel Jr., Roger Gates

Marketing Research: Using Analytics to Develop Market Insights teaches students how to use market research to inform critical business decisions. Offering a practitioner’s perspective, thisfully-updated edition covers both marketing research theory and practice to provide students with a comprehensive understanding of the subject. A unique applications-based approach―grounded in the authors’ 50 years’ combined experience in the marketing research industry―features real data, real people, and real research to prepare students for designing, conducting, analyzing, and integrating marketing research in their future business careers.

Already a standard text in marketing research courses, the twelfth edition contains thoroughly revised content that reflects the latest trends, practices, and research in the field. Numerous examples of companies and research firms, such as Twitter, ESPN, Ford, and General Motors, are featured throughout the text to illustrate how marketing research is gathered and used in the real world. Detailed yet accessible chapters examine topics including marketing intelligence, problem definition and exploratory research, big data and data analytics, online and social media marketing research, questionnaire design, statistical testing, and managing marketing research studies and teams.

Table contents:

CHAPTER 1: Steps in Creating Market Insights and the Growing Role of Marketing Ana

CHAPTER 2: Secondary Data: A Potential Big Data Input

CHAPTER 3: Measurement to Build Marketing Insight

CHAPTER 4: Acquiring Data Via a Questionnaire

CHAPTER 5: Sample Design

CHAPTER 6: Traditional Survey Research

CHAPTER 7: Qualitative Research

CHAPTER 8: Online Marketing Research: The Growth of Mobile and Social Media

CHAPTER 9: Primary Data Collection: Observation

CHAPTER 10: Marketing Analytics

CHAPTER 11: Primary Data: Experimentation and Test Markets

CHAPTER 12: Data Processing and Basic Data Analysis

CHAPTER 13: Statistical Testing of Differences and Relationships

CHAPTER 14: More Powerful Statistical Methods

CHAPTER 15: Communicating Analytics and Research Insights

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