Includes bibliographical references and index.

Contents: The role of marking research in management decision making -- The marketing research industry and research ethics -- Problem definition, exploratory, and the research process -- Secondary data and databases -- Qualitative research -- Traditional survey research -- Primary data collection: observation -- Primary data collection: Experimentation and test markets -- The concept of measurement -- Using measurement scales to build marketing effectiveness -- Questionnaire design -- Basic sampling issues -- Sample size determination -- Data processing and fundamental analysis -- Statistical testing of differences and relationships -- Bivariate correlation and regression -- Multivariate data analysis -- Communicating the research results Managing marketing research market research --

"This new edition of Gates and McDaniel's Marketing Research better prepares users how to use marketing research in the real business world with real data, people, and research. The text is enhanced with new coverage of mobile applications, more coverage of data mining and analytics, and coverage of how to use social media such as Facebook and Twitter for marketing research. Co-authors McDaniel and Gates are widely respected in the marketing research community because their product takes a practical and applied approach, as opposed to other products in the market that take a more theoretical approach. Real people are represented by Gates' contribution to the product as he provides insights into the secrets of conducting effective focus groups and questionnaires. The real research used by the authors is drawn from Survey Sampling International (SSI). SSI is the world leader in sampling solutions"-- Provided by publisher.