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Marketing Research, 11th Edition


ISBN: 9781119392019,9781119392026

In Marketing Research, 11th Edition, authors Carl McDaniel & Roger Gates share their industry experience to teach students how to make critical business decisions through the study of market research. Designed for marketing research courses, the authors’ practical, applications-based approach features Real Data, Real People, and Real Research, to prepare students to conduct and use market research for future careers in business. Marketing Research, 11th Edition features new trends, features and cases throughought, with updated chapters featuring new examples of companies and research firms, from Ilycaffe, the famous Italian coffee brand, Twitter, ESPN, Ford and General Motors. Co-author Roger Gates, President of DSS Research, infuses the text with a practitioner perspective, helping students learn how to use marketing research through a practical presentation of theory and practice.


  • Real World Content: Real data, real research, and real people are featured throughout the text to help students connect content and theory to actual business decisions.

  • Applied Approach: The most practical marketing research text offers a practitioner perspective to teach students how they will use market research in future careers.

  • Coverage of new market trends and innovations: as the field of marketing research continues to transform, the authors provide the latest on trends and methodology. They introduce and discuss topics such as big data, analytics, and mobile and social media market research.

Carl McDaniel Jr., Roger Gates

1 The Role of Marketing Research in Management Decision Making
2 The Marketing Intelligence Universe and Research Ethics
3 Problem Definition, Exploratory Research, and the Research Process
4 Secondary Data, Big Data, and Data Analytics
5 Qualitative Research
6 Traditional Survey Research
7 Online Marketing Research: The Growth of Mobile and Social Media Research
8 Primary Data Collection: Observation
9 Primary Data Collection: Experimentation and Test Markets
10 The Concept of Measurement
11 Using Measurement Scales to Build Marketing Effectiveness
12 Questionnaire Design
13 Basic Sampling Issues
14 Sample Size Determination
15 Data Processing and Basic Data Analysis
16 Statistical Testing of Differences and Relationships
17 Bivariate Correlation and Regression
18 Multivariate Data Analysis
19 Communicating the Research Results
20 Managing Marketing Research

As part of Wiley’s ongoing commitment to higher education, the Wiley Affordability Program is dedicated to providing you with premium Wiley learning resources at an affordable price. We believe that every student has a right to access quality resources, no matter what your budget. Now, we are even better equipped than before to do what we do best; help teachers teach and students learn.

E-Text: 9781119392026
Textbook: 9781119392019

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