Marketing Research 11th Edition by Carl McDaniel Jr, Roger Gates ISBN 1119392012 9781119392019

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ISBN 10: 1119392012
ISBN 13: 9781119392019
Author: Carl McDaniel Jr, Roger Gates

In Marketing Research, 11th Edition, authors Carl McDaniel & 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. Marketing Research, 11th Edition features new trends, features and cases throughought, with updated chapters featuring new examples of companies and research firms, from Ilycaffe, the famous Italian coffee brand, Twitter, ESPN, Ford and General Motors. 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.

Marketing Research 11th Table of contents:

CHAPTER 1: The Role of Marketing Research in Management Decision Making
Nature of Marketing
Marketing Research and Decision Making
Development of Marketing Research
Summary
Key Terms
Questions for Review & Critical Thinking
CHAPTER 2: The Marketing Intelligence Universe and Research Ethics
Rapidly Changing Structure of the Marketing Research Industry
Organizations Involved in Marketing Intelligence
Consumer and Industrial Corporate Marketing Research Departments
Research Suppliers
Using Marketing Research—A Corporate Perspective
Marketing Research Ethics
Summary
Key Terms
Questions for Review & Critical Thinking
Working the Net
CHAPTER 3: Problem Definition, Exploratory Research, and the Research Process
Critical Importance of Correctly Defining the Problem
Research Objectives As Hypotheses
Marketing Research Process
Managing the Research Process
The Marketing Research Proposal
What Motivates Decision Makers to Use Research Information?
Summary
Key Terms
Questions for Review & Critical Thinking
Working the Net
CHAPTER 4: Secondary Data, Big Data, and Data Analytics
Nature of Secondary Data
Internal Databases
Big Data Analytics
Decision Support Systems
Summary
Key Terms
Questions for Review and Critical Thinking
Working the Net
CHAPTER 5: Qualitative Research
Nature of Qualitative Research
Focus Groups
Other Qualitative Methodologies
Future of Qualitative Research
Summary
Key Terms
Questions for Review & Critical Thinking …

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