Test Bank Marketing Research 12th Edition by McDaniel Gates
$24.99
Test Bank Marketing Research 12th Edition by McDaniel Gates
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Format: Downloadable ZIP Fille
Resource Type: Test Bank (Testbank Files)
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Product Description
Test Bank Marketing Research 12th Edition by McDaniel Gates
Carl McDaniel Jr., Roger Gates
The 12th edition of “Marketing Research” by Carl McDaniel Jr. and Roger Gates offers a comprehensive guide to using analytics for developing market insights. This edition balances marketing research theory with practical application, incorporating a practitioner’s perspective. It covers essential topics such as big data, online and social media research, and ethical considerations in marketing research. The book is designed to provide students with the tools and knowledge necessary to make informed business decisions through effective research practices.
ISBN-10: 1119716314
ISBN-13: 9781119716310
Table of Contents
1. The Role of Marketing Research in Management Decision Making
2. The Marketing Research Process
3. Research Design and Data Sources
4. Measurement and Scaling
5. Survey and Observation
6. Experimentation and Test Markets
7. Sampling: Theory and Methods
8. Data Collection: Fieldwork
9. Data Preparation and Analysis Strategy
10. Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
11. Data Analysis: Basic and Advanced Techniques
12. Communicating Research Results
Appendices: SPSS, SAS, and EXCEL for Data Analysis; Glossary; Index
Marketing Research 12th Edition by McDaniel Gates Test BankAnswers