Real Data, Real People, Real Research. In the Eight Edition of Marketing Research, McDaniel and Gates continue to share their real-life experiences from the industry to teach students how to make critical business decisions through the study of market research. The authors' practical approach and emphasis on being "real" has made this one of the world's leading marketing research texts. Like no other, this text prepares students by introducing actual data samples, marketing research professionals, and real-world case problems. Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, this comprehensive text teaches students how to become effective consumers of market research.
1. Introduction to Marketing Research
2. Ethical Decision Making in the Marketing Research Industry
3. Steps in the Research Process
4. Using Secondary Data
5. Focus Groups, Depth Interviews, and Other Non-quantitative Research Methods
6. Methods of Survey Research
7. Using the Internet for Marketing Research
8. Ethnography, Scanner-based Research, and Other Observation Techniques
9. Primary Data Collection: Experimentation and Test Markets
10.The Importance of Proper Measurement
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