Test Bank for Marketing Research, 9th Edition, Carl McDaniel, Jr. Roger Gates

Test Bank for Marketing Research, 9th Edition, Carl McDaniel, Jr., Roger Gates,

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Table of Contents

1 The Role of Marketing Research in Management Decision Making 1

2 The Marketing Research Industry and Research Ethics 21

3 Problem Definition, Exploratory Research, and the Research Process 57

4 Secondary Data and Databases 89

5 Qualitative Research 116

6 Traditional Survey Research 151

7 Online Marketing Research 177

8 Primary Data Collection: Observation 213

9 Primary Data Collection: Experimentation and Test Markets 242

10 The Concept of Measurement 276

11 Using Measurement Scales to Build Marketing Effectiveness 302

12 Questionnaire Design 335

13 Basic Sampling Issues 379

14 Sample Size Determination 406

15 Data Processing And Fundamental Data Analysis 435

16 Statistical Testing Of Differences And Relationships 470

17 Bivariate Correlation and Regression 514

18 Multivariate Data Analysis 540

19 Communicating The Research Results 585

20 Managing Marketing Research 607

Photo Credits PC-1

Appendix 1: Comprehensive Cases A-1

A: Biff Targets an Online Dating Service for College Students A-2

B: Freddy Favors Fast Food and Convenience for College Students A-5

C: Superior Online Student TravelA Cut Above A-9

D: Rockingham National Bank Visa Card Survey A-13

Appendix 2: Considerations in Creating a Marketing Plan A-21

Appendix 3: Statistical Tables A-25

Endnotes A-32

Glossary G-1

Index I-1