Marketing Research, 10th Edition Marketing Research, 10th Edition By Carl McDaniel, Jr., Roger Gates In Marketing Research, 10th Edition, authors Carl McDaniel and Roger Gates share their industry experience to teach students how to make critical business decisions through the study of market research. Designed for marketing research courses, the authors’ practical, applications-based approach features Real Data, Real People, and Real Research, to prepare students to conduct and use market research for future careers in business. Co-author Roger Gates, President of DSS Research, infuses the text with a practitioner perspective, helping students learn how to use marketing research through a practical presentation of theory and practice. Schedule a Demo Sign Up for a Test Drive Adopt WileyPLUS Want to learn more about WileyPLUS? Click Here Hear from our Authors What’s Inside About the Authors Table of Contents Students can share ideas and ask questions Learning experts have shown greater gains in outcomes and improved retention when learners are able to read, visualize, interact with, discuss, and write about content. Using the Course Stream, students will ask more questions, share more insights, and see how their participation leads to progress. You can track progress to ensure improvement The Performance Report helps you continuously evaluate student progress by learning objective, which is essential for continuous improvement. Chapter 1 The Role of Marketing Research in Management Decision MakingChapter 2 The Marketing Research Industry and Research EthicsChapter 3 Problem Definition, Exploratory Research, and the Research ProcessChapter 4 Secondary Data and DatabasesChapter 5 Qualitative ResearchChapter 6 Traditional Survey ResearchChapter 7 Online Marketing ResearchChapter 8 Primary Data Collection: ObservationChapter 9 Primary Data Collection: Experimentation and Test MarketsChapter 10 The Concept of MeasurementChapter 11 Using Measurement Scales to Build Marketing EffectivenessChapter 12 Questionnaire DesignChapter 13 Basic Sampling IssuesChapter 14 Sample Size DeterminationChapter 15 Data Processing and Fundamental Data AnalysisChapter 16 Statistical Testing Of Differences and RelationshipsChapter 17 Bivariate Correlation and RegressionChapter 18 Multivariate Data AnalysisChapter 19 Communicating the Research ResultsChapter 20 Managing Marketing Research Wiley Team for Success. Dedicated to Student Achievement. The Team for Success authors are dedicated to ensuring that all of their Accounting titles are accessible to students, current, accurate, and have a consistent voice and pedagogy from introductory accounting to the intermediate level. Millions of students worldwide have learned from their exceptional resources—and now students are getting real results using ORION Adaptive Practice available in WileyPLUS for Accounting.