This new edition of Gates and McDaniel's Marketing Research better prepares users how to use marketing research in the real business world with real data, people, and research. The text is enhanced with new coverage of mobile applications, more coverage of data mining and analytics, and coverage of how to use social media such as Facebook and Twitter for marketing research. Co-authors McDaniel and Gates are widely respected in the marketing research community because their product takes a practical and applied approach, as opposed to other products in the market that take a more theoretical approach. Real people are represented by Gates' contribution to the product as he provides insights into the secrets of conducting effective focus groups and questionnaires. The real research used by the authors is drawn from Survey Sampling International (SSI). SSI is the world leader in sampling solutions.
1 Introduction to Marketing Research Nature of Marketing Marketing Research and Decision Making Development of Marketing Research 2 Ethical Decision Making in the Marketing Research Industry Evolving Structure of the Marketing Research Industry Consumer and Industrial Corporate Marketing Research Departments Research Suppliers Using Marketing Research - A Corporate Perspective The State of the Marketing Research Industry Marketing Research Ethics 3 Steps in the Research Process Critical Importance of Correctly Defining the Problem Marketing Research Process Managing the Research Process The Marketing Research Proposal What Motivates Decision Makers to Use Research Information? Appendix 3A: A Marketing Research Proposal 4 Using Secondary Data Nature of Secondary Data Internal Databases Information Management 5 Focus Groups, Depth Interviews, and Other Non-quantitative Research Methods Nature of Qualitative Research The Importance of Focus Groups Other Qualitative Methodologies Future of Qualitative Research 6 Methods of Survey Research Popularity of Survey Research Types of Errors in Survey Research Types of Surveys Determination of the Survey Method Marketing Research Interviewer 7 Using the Internet for Marketing Research The Online World Using the Internet for Secondary Data Internet Search Strategies Online Qualitative Research Online Survey Research Commercial Online Panels 8 Ethnography, Scanner-based Research, and Other Observation Techniques Nature of Observation Research Human Observation Machine Observation Observation Research on the Internet Observation Research and Virtual Shopping 9 Primary Data Collection: Experimentation and Test Markets What Is an Experiment? Demonstrating Causation Experimental Setting Experimental Validity Experimental Notation Extraneous Variables Experimental Design, Treatment, and Effects Limitations of Experimental Research Selected Experimental Designs Test Markets 10 The Importance of Proper Measurement Step One: Identify the Concept of Interest Step Two: Develop a Construct Step Three: Define the Concept Constitutely Step Four: Define the Concept Operationally Step Five: Develop a Measurement Scale Step Six: Evaluate the Reliability and Validity of the Measurement 11 Attitude Measurement Attitudes, Behavior, and Marketing Effectiveness Scaling Defined Attitude Measurement Scales Considerations in Selecting a Scale Attitude Measures and Management Decision Making 12 Questionnaire Design Role of a Questionnaire Criteria for a Good Questionnaire Questionnaire Design Process Impact of the Internet on Questionnaire Development Software for Questionnaire Development Costs, Profitability, and Questionnaires 13 Basic Sampling Issues Concept of Sampling Developing a Sampling Plan Sampling and nonsampling Errors Probability Sampling Methods Nonprobability Sampling Methods Internet Sampling 14 Sample Size Determination Determining Sample Size for Probability Samples Normal Distribution Population and Sample Distributions Sampling Distribution of the Mean Determining Sample Size Statistical Power 15 Data Processing And Fundamental Data Analysis Overview of the Data Analysis Procedure Step One: Validation and Editing Step Two: Coding Step Three: Data Entry Step Four: Logical Cleaning of Data Step Five: Tabulation and Statistical Analysis Graphic Representations of Data Descriptive Statistics 16 Statistical Testing Of Differences And Relationships Evaluating Differences and Changes Statistical Significance Hypothesis Testing Commonly Used Statistical Hypothesis Tests Goodness of Fit Hypotheses about One Mean Hypotheses about Two Means Hypotheses about Proportions Analysis of Variance (ANOVA) P Values and Significance Testing 17 Bivariate Correlation and Regression Bivariate Analysis of Association Bivariate Regression Correlation Analysis 18 Multivariate Data Analysis Multivariate Analysis Proc
