Marketing Research 9th Edition by Carl McDaniel, Roger Gates ISBN 1118249321 9781118249321

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ISBN 10: 1118249321
ISBN 13: 9781118249321
Author: Carl McDaniel, Roger Gates

In the ninth edition of Marketing Research, McDaniel and Gates continue to share their industry experience to teach students how to make critical business decisions through the study of market research. 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’s perspective, helping students learn how to use marketing research through a practical presentation of both theory and practice.

Marketing Research 9th Edition Table of contents:

PART I: Introduction to Marketing Research

1. The Role of Marketing Research in Decision Making

   • Definition and Importance of Marketing Research
   • The Marketing Research Process
   • Types of Marketing Research

2. The Marketing Research Process

   • Steps in the Research Process
   • Defining the Research Problem
   • Research Objectives and Hypotheses
   • Ethical Considerations in Marketing Research

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PART II: Research Design and Data Collection

3. Exploratory and Descriptive Research Designs

   • Understanding Exploratory Research
   • Descriptive and Causal Research Designs
   • Secondary vs. Primary Data

4. Designing a Survey and Questionnaire

   • Questionnaire Design Process
   • Types of Questions and Measurement Scales
   • Pre-testing and Question Ordering

5. Sampling Methods

   • Types of Sampling: Probability vs. Non-probability Sampling
   • Sampling Techniques: Simple Random, Stratified, Cluster, etc.
   • Sample Size Determination

6. Data Collection and Fieldwork

   • Methods of Data Collection (Interviews, Surveys, Focus Groups, etc.)
   • Online and Mobile Data Collection
   • Fieldwork Management and Data Quality Control

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PART III: Data Analysis and Interpretation

7. Data Preparation and Cleaning

   • Data Coding and Entry
   • Handling Missing Data
   • Data Transformation and Normalization

8. Descriptive Statistics and Data Summarization

   • Measures of Central Tendency (Mean, Median, Mode)
   • Measures of Dispersion (Range, Standard Deviation)
   • Cross-tabulations and Frequency Distributions

9. Statistical Inference and Hypothesis Testing

   • Sampling Distributions and Estimation
   • Hypothesis Testing (t-tests, chi-square, ANOVA)
   • Confidence Intervals and Significance Levels

10. Multivariate Data Analysis Techniques

    • Factor Analysis
    • Cluster Analysis
    • Conjoint Analysis

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PART IV: Reporting and Presenting Research Findings

11. Interpretation of Data and Analysis Results

    • Drawing Insights from Data
    • Validity and Reliability in Research
    • Limitations of Data and Findings

12. Writing and Presenting Research Reports

    • Structure of Research Reports
    • Executive Summary and Recommendations
    • Visual Aids (Tables, Graphs, and Charts) in Reports

13. The Use of Marketing Research in Decision-Making

    • Applying Research to Solve Marketing Problems
    • How Marketing Research Supports Strategic Decisions
    • Ethical Considerations in Research Reporting

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PART V: Special Topics in Marketing Research

14. Emerging Trends in Marketing Research

    • Big Data and Marketing Analytics
    • Social Media and Online Research
    • Artificial Intelligence and Machine Learning in Marketing Research

15. International Marketing Research

    • Challenges of Conducting Research in Global Markets
    • Cross-Cultural and Cross-National Issues
    • Designing Research for International Contexts

16. Qualitative Research Methods

    • Focus Groups and Depth Interviews
    • Projective Techniques and Observation
    • Analyzing Qualitative Data

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Appendices

• Appendix A: Sampling Distribution Tables
• Appendix B: Statistical Software and Tools for Data Analysis
• Appendix C: Glossary of Key Marketing Research Terms
• Index

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