McDaniel, Gates:

Marketing Research Essentials, 9th 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 Big Data Analytics

Chapter 4: Qualitative Research

Chapter 5: Traditional Survey Research

Chapter 6: Online Marketing Research - The Growth of Mobile and Social Media 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 and Fundamental Data Analysis

Chapter 14: More Powerful Statistical Methods

Chapter 15: Communicating the Research Results

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