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Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, <b>Marketing Research Essentials</b> is a comprehensive text that teaches students how to become effective consumers of market research.  The only book on the market co-authored by a full-time marketing researcher, McDaniel and Gates together bring their real-life, insider experiences from the industry to teach students how to make critical business decisions through the study of market research.  Recognizing that marketing research is much more than computing sample size, learning SPSS, or conducting a focus group, the text shares with students all they need in research design, data acquisition, and data analysis, with a fresh dose of reality that is unmatched. <p> The <b>new 7<sup>th</sup> Edition</b> encourages students to view marketing research through the eyes of a manager using and purchasing information while maintaining solid competitive coverage of quantitative methods.  Students using this world-leading market research text will be introduced to actual data samples, real-world case problems, and methods tried and tested in the real world.
Chapter 1 Appendix A - Careers in Marketing Research
Chapter 1 Appendix B - Marketing Research Ethics
Chapter 2 - Problem Definition, Exploratory Research, and the Research Process
Chapter 3 - Secondary Data and Databases
Chapter 4 - Qualitative Research
Chapter 5 - Survey Research
Chapter 6 - Primary Data Collection: Observation
Chapter 7 - Primary Data Collection: Experimentation
Chapter 8 - The Concept of Measurement and Attitude Scales
Chapter 9 - Questionnaire Design
Chapter 10 - Basic Sampling Issues
Chapter 11 - Sample Size Determination
Chapter 12 - Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences
Chapter 13 - Bivariate Correlation and Regression
Chapter 14 - Communicating the Research Results and Managing Marketing Research
Appendix 1-A - Statistical Tables
Number Of Pages: 507
Published: 17th December 2009
Dimensions (cm): 25.3 x 20.6 x 1.8
Weight (kg): 0.964