Marketing Research Essentials 2nd Canadian Edition edition by Carl McDaniel,Roger Gates,Subramanian Sivaramakrishnan,Kelley Main ISBN 1118823001 978-1118823002

Marketing Research Essentials 2nd Canadian Edition by Carl McDaniel Jr. , Roger Gates, Subramanian Sivarmakrishnan, Kelley Main  – Ebook PDF Instant Download/Delivery: 1118823001  ‎, 978-1118823002
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ISBN 10: 1118823001

ISBN 13: 978-1118823002

Author: Carl McDaniel Jr. , Roger Gates, Subramanian Sivarmakrishnan , Kelley Main 

An accessible text offering a relevant approach to understanding and practicing marketing research The second Canadian edition of Marketing Research Essentials is co-authored by marketing researchers, offering students an inside look into the field. Marketing majors who our required to take a Marketing Research course can benefit from an understanding of what is successful and what isn’t. In a concise manner, the text presents real data by the people who have conducted the real research. The book covers data analysis in both Excel and SPSS.

Marketing Research Essentials 2nd Canadian Edition Table of contents:

Chapter 1: The Role of Marketing Research in Management Decision-Making

The Nature of Marketing

Marketing Research and Decision-Making

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Real-Life Research • 1.1: Bring on the Cold!

Appendix 1A: Careers in Marketing Research

Appendix 1B: Marketing Research Ethics

Chapter 2: Problem Definition, Exploratory Research, and the Research Process

The Critical Importance of Correctly Defining the Problem

Marketing Research Process

Managing the Research Process

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Working the Net

Real-Life Research • 2.1: Boosting the Chance of Business Success through Marketing Research

Chapter 3: Secondary Data Collection and Management

The Nature of Secondary Data

Internal Databases

Information Management

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Working the Net

Real-Life Research • 3.1: Time to Change

Chapter 4: Qualitative Research

The Nature of Qualitative Research

The Importance of Focus Groups

Other Qualitative Methodologies

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Working the Net

Real-Life Research • 4.1: Kraft Hockeyville

Chapter 5: Primary Data Collection: Observation

The Nature of Observation Research

Human Observation

Machine Observation

Observation Research on the Internet

Observation Research and Virtual Shopping

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Working the Net

Real-Life Research • 5.1: Where’s the Beef?

Chapter 6: The Concept of Measurement and Attitude Scales

The Measurement Process

Step 1: Identify the Concept of Interest

Step 2: Develop a Construct

Step 3: Define the Concept Constitutively

Step 4: Define the Concept Operationally

Step 5: Develop a Measurement Scale

Step 6: Evaluate the Reliability and Validity of the Measurement Scale

Scaling Defined

Attitude Measurement Scales

Considerations in Selecting a Scale

Attitude Measures and Management Decision-Making

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Working the Net

Real-Life Research • 6.1: Consumers’ Attitude toward Financial Services: Is Technology Helping?

Chapter 7: Questionnaire Design

The Role of a Questionnaire

Criteria for a Good Questionnaire

The Questionnaire Design Process

Impact of the Internet on Questionnaire Development

Costs, Profitability, and Questionnaires

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Working the Net

Real-Life Research • 7.1: Understanding Buyer Behaviour

Chapter 8: Primary Data Collection: Surveys

Popularity of Survey Research

Types of Surveys

Determination of the Survey Method

Types of Errors in Survey Research

Marketing Research Interviewer

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Working the Net

Real-Life Research • 8.1: Who Gives More?

Chapter 9: Online Marketing Research

The Online World

Using the Internet for Secondary Data

Online Qualitative Research

Online Survey Research

Commercial Online Panels

Mobile Marketing Research—The Next Step

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Working the Net

Real-Life Research • 9.1: Good Things Come to Brands that Give

Chapter 10: Primary Data Collection: Experimentation and Test Marketing

What is an Experiment?

Demonstrating Causation

Experimental Setting

Experimental Validity

Extraneous Variables

Experimental Design, Treatment, and Effects

Selected Experimental Designs

Test Marketing

Limitations of Experimental Research

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Working the Net

Real-Life Research • 10.1: Pita Pit

Chapter 11: Basic Sampling Issues

The Concept of Sampling

Developing a Sampling Plan

Sampling and Non-Sampling Errors

Probability Sampling Methods

Non-Probability Sampling Methods

Internet Sampling

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Working the Net

Real-Life Research • 11.1: Canadian Tobacco Use

Chapter 12: Sample Size Determination

Determining Sample Size for Probability Samples

Normal Distribution

Population and Sample Distributions

Sampling Distribution of the Mean

Sampling Distribution of the Proportion

Determining Sample Size

Statistical Power

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Working the Net

Real-Life Research • 12.1: Canadian Film and Music, Eh?

Exercises For Chapter 12

Chapter 13: Data Processing, Fundamental Data Analysis, and the Statistical Testing of Hypotheses

Overview of the Data Analysis Procedure

Step 1: Validation and Editing

Step 2: Coding

Step 3: Data Entry

Step 4: Machine Cleaning of Data

Step 5: Tabulation and Statistical Analysis

Descriptive Statistics

Evaluating Differences and Relationships

Statistical Significance

Hypothesis Testing

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Working the Net

Real-Life Research • 13.1: ARE, Inc.

Data Analysis Exercises for Chapter 13

Chapter 14: Statistical Tests of Relation and Difference

Tests of Relation

Tests of Difference

Special Data Analysis Situations

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Working the Net

Real-Life Research • 14.1: You Are Where You Eat

Data Analysis Exercises for Chapter 14

Chapter 15: Communicating the Research Results and Managing Marketing Research

The Research Report

The Presentation

Marketing Research Supplier Management

Visual Summary

Summary

Key Terms

Questions for Review & Critical Thinking

Working the Net

Real-Life Research • 15.1: More to It than Meets the Eye

Endnotes

Glossary

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