McDaniel, Gates:

Marketing Research Essentials, 7th Edition

Student Companion Site

Table Of Contents

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

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

Chapter 3: Secondary Data and Databases

Chapter 4: Qualitative Research

Chapter 5: Traditional Survey Research

Chapter 6: Online Marketing Research

Chapter 7: Primary Data Collection: Observation

Chapter 8: Primary Data Collection: Experimentation and Test Markets

Chapter 9: The Concept of Measurement and Attitude Scales

Chapter 10: Questionnaire Design

Chapter 11: Basic Sampling Issues

Chapter 12: Sample Size Determination

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

Chapter 14: Bivariate Correlation and Regression

Chapter 15: Communicating Research Results and Managing Marketing Research

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