Marketing Research, 11th
Full chapter at: https://testbankbell.com/product/test-bank-formarketing-research-11th-edition-carl-mcdaniel-jr-roger-gates/
Test bank for Marketing Research 11th Edition Mcdaniel Test bank for Marketing Research, 11th Edition, Carl McDaniel Jr.,
Table of Contents 1 The Role of Marketing Research in Management Decision Making 1 2 The Marketing Intelligence Universe and Research Ethics 17 3 Problem Definition, Exploratory Research, and the Research Process 44 4 Secondary Data, Big Data, and Data Analytics 70 5 Qualitative Research 88 6 Traditional Survey Research 115 7 Online Marketing Research: The Growth of Mobile and Social Media Research 136
RogerGates
8 Primary Data Collection: Observation 154 9 Primary Data Collection: Experimentation and Test Markets 180 10 The Concept of Measurement 209 11 Using Measurement Scales to Build Marketing Effectiveness 228 12 Questionnaire Design 257 13 Basic Sampling Issues 290 14 Sample Size Determination 311 15 Data Processing and Basic Data Analysis 337 16 Statistical Testing of Differences and Relationships 373 17 Bivariate Correlation and Regression 416 18 Multivariate Data Analysis 443 19 Communicating the Research Results 477 20 Managing Marketing Research 501