{"product_id":"marketing-research-essentials-isbn-9781119239451","title":"Marketing Research Essentials","description":"In \u003cb\u003e\u003ci\u003eMarketing Research Essentials, 9th Edition\u003c\/i\u003e\u003c\/b\u003e, authors Carl McDaniel and Roger Gates share their industry experience to teach students how to make critical business decisions through the study of market research. Designed for marketing research courses, the authors' practical, applications-based approach features Real Data, Real People, and Real Research, to prepare students to conduct and use market research for future careers in business. Co-author Roger Gates, President of DSS Research, infuses the text with a practitioner perspective, helping students learn how to use marketing research through a practical presentation of theory and practice. \u003cp\u003ePreface xi\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 The Role of Marketing Research in Management Decision Making 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNature of Marketing 2\u003c\/p\u003e \u003cp\u003eMarketing Research and Decision Making 3\u003c\/p\u003e \u003cp\u003eSummary 11\u003c\/p\u003e \u003cp\u003eKey Terms 12\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 12\u003c\/p\u003e \u003cp\u003eReal-Life Research • 1.1 13\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Problem Definition, Exploratory Research, and the Research Process 14\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCritical Importance of Correctly Defining the Problem 15\u003c\/p\u003e \u003cp\u003eResearch Objectives as Hypotheses 20\u003c\/p\u003e \u003cp\u003eMarketing Research Process 20\u003c\/p\u003e \u003cp\u003eManaging the Research Process 25\u003c\/p\u003e \u003cp\u003eThe Marketing Research Proposal 26\u003c\/p\u003e \u003cp\u003eWhat Motivates Decision Makers to Use Research Information? 28\u003c\/p\u003e \u003cp\u003eSummary 29\u003c\/p\u003e \u003cp\u003eKey Terms 30\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 30\u003c\/p\u003e \u003cp\u003eReal-Life Research • 2.1 31\u003c\/p\u003e \u003cp\u003eAppendix 2 A: A Marketing Research Proposal 36\u003c\/p\u003e \u003cp\u003eBackground 37\u003c\/p\u003e \u003cp\u003eObjectives 37\u003c\/p\u003e \u003cp\u003eStudy Design 37\u003c\/p\u003e \u003cp\u003eAreas of Questioning 37\u003c\/p\u003e \u003cp\u003eData Analysis 38\u003c\/p\u003e \u003cp\u003ePersonnel Involved 38\u003c\/p\u003e \u003cp\u003eSpecifications\/Assumptions 38\u003c\/p\u003e \u003cp\u003eServices 38\u003c\/p\u003e \u003cp\u003eCost 39\u003c\/p\u003e \u003cp\u003eTiming 39\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Secondary Data and Big Data Analytics 40\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNature of Secondary Data 41\u003c\/p\u003e \u003cp\u003eInternal Databases 44\u003c\/p\u003e \u003cp\u003eBig Data Analytics 45\u003c\/p\u003e \u003cp\u003eGeographic Information Systems 52\u003c\/p\u003e \u003cp\u003eDecision Support Systems 53\u003c\/p\u003e \u003cp\u003eSummary 54\u003c\/p\u003e \u003cp\u003eKey Terms 55\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 55\u003c\/p\u003e \u003cp\u003eReal-Life Research • 3.1 56\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Qualitative Research 58\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNature of Qualitative Research 59\u003c\/p\u003e \u003cp\u003eFocus Groups 61\u003c\/p\u003e \u003cp\u003eOther Qualitative Methodologies 71\u003c\/p\u003e \u003cp\u003eFuture of Qualitative Research 80\u003c\/p\u003e \u003cp\u003eSummary 80\u003c\/p\u003e \u003cp\u003eKey Terms 81\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 81\u003c\/p\u003e \u003cp\u003eReal-Life Research • 4.1 82\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Traditional Survey Research 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePopularity of Survey Research 84\u003c\/p\u003e \u003cp\u003eTypes of Errors in Survey Research 84\u003c\/p\u003e \u003cp\u003eTypes of Surveys 88\u003c\/p\u003e \u003cp\u003eDetermination of the Survey Method 95\u003c\/p\u003e \u003cp\u003eSummary 98\u003c\/p\u003e \u003cp\u003eKey Terms 99\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 99\u003c\/p\u003e \u003cp\u003eReal-Life Research • 5.1 100\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Online Marketing Research—The Growth of Mobile and Social Media Research 102\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Online World 103\u003c\/p\u003e \u003cp\u003eUsing the Internet for Secondary Data 103\u003c\/p\u003e \u003cp\u003eOnline Qualitative Research 106\u003c\/p\u003e \u003cp\u003eOnline Survey Research 111\u003c\/p\u003e \u003cp\u003eCommercial Online Panels 116\u003c\/p\u003e \u003cp\u003eMobile Internet Research—The Future Is Now 118\u003c\/p\u003e \u003cp\u003eSocial Media Marketing Research 120\u003c\/p\u003e \u003cp\u003eSummary 122\u003c\/p\u003e \u003cp\u003eKey Terms 123\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 123\u003c\/p\u003e \u003cp\u003eReal-Life Research • 6.1 124\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Primary Data Collection: Observation 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNature of Observation Research 126\u003c\/p\u003e \u003cp\u003eHuman Observation 129\u003c\/p\u003e \u003cp\u003eMachine Observation 136\u003c\/p\u003e \u003cp\u003eTracking 142\u003c\/p\u003e \u003cp\u003eObservation Research and Virtual Shopping 145\u003c\/p\u003e \u003cp\u003eSummary 146\u003c\/p\u003e \u003cp\u003eKey Terms 147\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 147\u003c\/p\u003e \u003cp\u003eReal-Life Research • 7.1 148\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Primary Data Collection: Experimentation and Test Markets 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is an Experiment? 152\u003c\/p\u003e \u003cp\u003eDemonstrating Causation 152\u003c\/p\u003e \u003cp\u003eExperimental Setting 153\u003c\/p\u003e \u003cp\u003eExperimental Validity 154\u003c\/p\u003e \u003cp\u003eExperimental Notation 154\u003c\/p\u003e \u003cp\u003eExtraneous Variables 155\u003c\/p\u003e \u003cp\u003eExperimental Design, Treatment, and Effects 158\u003c\/p\u003e \u003cp\u003eLimitations of Experimental Research 159\u003c\/p\u003e \u003cp\u003eSelected Experimental Designs 160\u003c\/p\u003e \u003cp\u003eTest Markets 163\u003c\/p\u003e \u003cp\u003eSummary 171\u003c\/p\u003e \u003cp\u003eKey Terms 172\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 173\u003c\/p\u003e \u003cp\u003eReal-Life Research • 8.1 174\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 The Concept of Measurement 175\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMeasurement Process 176\u003c\/p\u003e \u003cp\u003eStep One: Identify the Concept of Interest 177\u003c\/p\u003e \u003cp\u003eStep Two: Develop a Construct 177\u003c\/p\u003e \u003cp\u003eStep Three: Define the Concept Constitutively 177\u003c\/p\u003e \u003cp\u003eStep Four: Define the Concept Operationally 177\u003c\/p\u003e \u003cp\u003eStep Five: Develop a Measurement Scale 179\u003c\/p\u003e \u003cp\u003eStep Six: Evaluate the Reliability and Validity of the Measurement 181\u003c\/p\u003e \u003cp\u003eScaling Defined 188\u003c\/p\u003e \u003cp\u003eAttitude Measurement Scales 188\u003c\/p\u003e \u003cp\u003eConsiderations in Selecting a Scale 201\u003c\/p\u003e \u003cp\u003eSummary 202\u003c\/p\u003e \u003cp\u003eKey Terms 204\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 204\u003c\/p\u003e \u003cp\u003eReal-Life Research • 9.1 205\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Questionnaire Design 210\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRole of a Questionnaire 211\u003c\/p\u003e \u003cp\u003eCriteria for a Good Questionnaire 211\u003c\/p\u003e \u003cp\u003eDoes It Solicit Information in an Unbiased Manner: Questionnaire Design Process 214\u003c\/p\u003e \u003cp\u003eImpact of the Internet on Questionnaire Development 232\u003c\/p\u003e \u003cp\u003eAdapting to Mobile Device Questionnaires 235\u003c\/p\u003e \u003cp\u003eCosts, Profitability, and Questionnaires 238\u003c\/p\u003e \u003cp\u003eSummary 239\u003c\/p\u003e \u003cp\u003eKey Terms 240\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 240\u003c\/p\u003e \u003cp\u003eReal-Life Research • 10.1 241\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Basic Sampling Issues 242\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConcept of Sampling 243\u003c\/p\u003e \u003cp\u003eDeveloping a Sampling Plan 244\u003c\/p\u003e \u003cp\u003eSampling and Nonsampling Errors 252\u003c\/p\u003e \u003cp\u003eProbability Sampling Methods 252\u003c\/p\u003e \u003cp\u003eNonprobability Sampling Methods 258\u003c\/p\u003e \u003cp\u003eInternet Sampling 260\u003c\/p\u003e \u003cp\u003eSummary 261\u003c\/p\u003e \u003cp\u003eKey Terms 262\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 262\u003c\/p\u003e \u003cp\u003eReal-Life Research • 11.1 263\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Sample Size Determination 265\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDetermining Sample Size for Probability Samples 266\u003c\/p\u003e \u003cp\u003eNormal Distribution 267\u003c\/p\u003e \u003cp\u003ePopulation and Sample Distributions 269\u003c\/p\u003e \u003cp\u003eSampling Distribution of the Mean 269\u003c\/p\u003e \u003cp\u003eDetermining Sample Size 275\u003c\/p\u003e \u003cp\u003eStatistical Power 280\u003c\/p\u003e \u003cp\u003eSummary 281\u003c\/p\u003e \u003cp\u003eKey Terms 282\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 282\u003c\/p\u003e \u003cp\u003eReal-Life Research • 12.1 283\u003c\/p\u003e \u003cp\u003eSPSS Jump Start for Chi-Square Text 285\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Data Processing and Fundamental Data Analysis 288\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview of the Data Analysis Procedure 289\u003c\/p\u003e \u003cp\u003eStep One: Validation and Editing 289\u003c\/p\u003e \u003cp\u003eStep Two: Coding 294\u003c\/p\u003e \u003cp\u003eStep Three: Data 298\u003c\/p\u003e \u003cp\u003eStep Four: Logical Cleaning of Data 299\u003c\/p\u003e \u003cp\u003eStep Five: Tabulation and Statistical Analysis 300\u003c\/p\u003e \u003cp\u003eGraphic Representations of Data 304\u003c\/p\u003e \u003cp\u003eDescriptive Statistics 306\u003c\/p\u003e \u003cp\u003eEvaluating Differences and Changes 309\u003c\/p\u003e \u003cp\u003eStatistical Significance 310\u003c\/p\u003e \u003cp\u003eHypothesis Testing 312\u003c\/p\u003e \u003cp\u003eP Values and Significance Testing 317\u003c\/p\u003e \u003cp\u003eSummary 318\u003c\/p\u003e \u003cp\u003eKey Terms 319\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 320\u003c\/p\u003e \u003cp\u003eReal-Life Research • 13.1 322\u003c\/p\u003e \u003cp\u003eSPSS Exercises for Chapter 13 324\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 More Powerful Statistical Methods 330\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStatistical Software 332\u003c\/p\u003e \u003cp\u003eCorrelation Analysis 333\u003c\/p\u003e \u003cp\u003eRegression Analysis 334\u003c\/p\u003e \u003cp\u003eCluster Analysis 342\u003c\/p\u003e \u003cp\u003eFactor Analysis 343\u003c\/p\u003e \u003cp\u003eConjoint Analysis 347\u003c\/p\u003e \u003cp\u003eBig Data and Hadoop 351\u003c\/p\u003e \u003cp\u003ePredictive Analytics 353\u003c\/p\u003e \u003cp\u003eSummary 355\u003c\/p\u003e \u003cp\u003eKey Terms 355\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 356\u003c\/p\u003e \u003cp\u003eReal-Life Research • 14.1 356\u003c\/p\u003e \u003cp\u003eSPSS Exercises for Chapter 14 359\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Communicating the Research Results 362\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Research Report 363\u003c\/p\u003e \u003cp\u003eOrganizing the Report 363\u003c\/p\u003e \u003cp\u003eInterpreting the Findings 364\u003c\/p\u003e \u003cp\u003eThe Presentation 366\u003c\/p\u003e \u003cp\u003eMaking a Presentation 366\u003c\/p\u003e \u003cp\u003eMarketing Research Supplier Management 372\u003c\/p\u003e \u003cp\u003eCommunication 373\u003c\/p\u003e \u003cp\u003eThe Key Role of the Project Manager 373\u003c\/p\u003e \u003cp\u003eManaging the Research Process 374\u003c\/p\u003e \u003cp\u003eManaging a Marketing Research Department 379\u003c\/p\u003e \u003cp\u003eSummary 385\u003c\/p\u003e \u003cp\u003eKey Terms 386\u003c\/p\u003e \u003cp\u003eQuestions for Review and Critical Thinking 386\u003c\/p\u003e \u003cp\u003eReal-Life Research • 15.1 387\u003c\/p\u003e \u003cp\u003eAppendix One 389\u003c\/p\u003e \u003cp\u003eEndnotes 397\u003c\/p\u003e \u003cp\u003eIndex 413\u003c\/p\u003e \u003cp\u003eWorking the Net (Online)\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eDid You Know?\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eThis book is also available as a Wiley eText.\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003eThe Wiley eText is a complete digital version of the text that makes time spent studying more efficient. 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A more affordable alternative to traditional print, the Wiley eText creates a flexible user experience:  \u003c\/p\u003e\u003cul\u003e \u003cli\u003e\u003cb\u003eAccess on-the-go\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eSearch across content\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eHighlight and take notes\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eSave money!\u003c\/b\u003e\u003c\/li\u003e \u003c\/ul\u003e  \u003cp\u003ePurchase the Wiley eText from\u003cbr\u003e \u003cb\u003ewww.WileyStudentChoice.com\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989576302821,"sku":"NP9781119239451","price":70.5,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119239451.jpg?v=1761784663","url":"https:\/\/k12savings.com\/products\/marketing-research-essentials-isbn-9781119239451","provider":"K12savings","version":"1.0","type":"link"}