Marketing Research Essentials

Marketing Research Essentials gives students an industry perspective to the complexities and rapid developments of the marketing research world. Marketing Research Essentials is the only product in this market co-authored by a full-time marketing research professional. Dr. Roger Gates is a co-founder of DSS Research, a research and consulting firm that does a wide range of marketing research for health care organizations. The authors merge real-life, insider experiences from the industry, quantitative methods, and market research application for use in the classroom. The product encourages students to view marketing research through the eyes of an actual marketing research professional. It illustrates concepts with actual data, real-world case problems, and methods tried and tested in the real world. McDaniel and Gates offer customers the perfect blend of an author team consisting of one academic/teacher and one industry professional.

Preface xxi

1 The Role of Marketing Research in Management Decision Making 1

2 Problem Defi nition, Exploratory Research, and the Research Process 34

3 Secondary Data and Databases 61

4 Qualitative Research 79

5 Traditional Survey Research 106

6 Online Marketing Research 128

7 Primary Data Collection: Observation 153

8 Primary Data Collection: Experimentation and Test Markets 178

9 The Concept of Measurement and Attitude Scales 206

10 Questionnaire Design 243

11 Basic Sampling Issues 277

12 Sample Size Determination 300

13 Data Processing, Data Analysis, and Statistical Testing 325

14 More Powerful Statistical Methods 364

15 Communicating Results and Managing Marketing Research 393

Endnotes 421

Index 437

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Marketing Research Essentials

Summary

Table of Contents

Supplemental Materials