Marketing Research, Emea Edition

Zusammenfassung In Marketing Research, 11th Edition, authors Carl McDaniel & 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.Marketing Research, 11th Edition features new trends, features and cases throughought, with updated chapters featuring new examples of companies and research firms, from Ilycaffe, the famous Italian coffee brand, Twitter, ESPN, Ford and General Motors. 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. Inhaltsverzeichnis Preface vii1 The Role of Marketing Research in Management Decision Making 1Nature of Marketing 1The Marketing Concept 2Opportunistic Nature of Marketing Research 2External Marketing Environment 2Marketing Research and Decision Making 3Marketing Research Defined 3Importance of Marketing Research to Management 3Understanding the Ever-Changing Marketplace 4Social Media and User-Generated Content 4Proactive Role of Marketing Research 5Applied Research versus Basic Research 6Decision to Conduct Marketing Research 6Development of Marketing Research 8Inception: Pre-1900 8Early Growth: 1900-1920 9Adolescent Years: 1920-1950 9Mature Years: 1950-2000 10The Connected World: 2000-2010 10Big Data and Data Analytics: 2010-Present 12Summary 14Key Terms 14Questions for Review & Critical Thinking 14Real-Life Research 1.1: Acxiom--The Data Giant 15Real-Life Research 1.2: Can Anyone Be a Market Researcher? 152 The Marketing Intelligence Universe and Research Ethics 17Rapidly Changing Structure of the Marketing Research Industry 17Organizations Involved in Marketing Intelligence 18Consumer and Industrial Goods and Services Producers 18Governments and Universities 20Media Companies 20Custom Research Firms 20Syndicated Service Firms 21Digital Companies 22Competitive Intelligence 22Limited-Function Research Firms 22Online and Mobile Tracking Firms 22Big Data Analytic Firms 23Specialized Service Suppliers 23Consumer and Industrial Corporate Marketing Research Departments 24Research Suppliers 25Consumer Watch 25Consumer Buy 27Using Marketing Research--A Corporate Perspective 27External Clients 28Internal Clients 28Marketing Research Ethics 30Ethical Theories 30Research Supplier Ethics 31Client Ethics 34Field Service Ethics 36Respondents' Rights 37Ethics and Professionalism 38Summary 41Key Terms 41Questions for Review & Critical Thinking 41Working the Net 42Real-Life Research 2.1: Hey, No One Is Perfect 42Real-Life Research 2.2: Coke Juices Up a Market Test 433 Problem Definition, Exploratory Research, and the Research Process 44Critical Importance of Correctly Defining the Problem 44Recognize the Problem or Opportunity 45Find Out Why the Information Is Being Sought 46Understand the Decision-Making Environment with Exploratory Research 46Use the Symptoms to Clarify the Problem 49Translate the Management Problem into a Marketing Research Problem 49Determine Whether the Information Already Exists 50Determine Whether the Question Can Be Answered 50State the Research Objectives 51Research Objectives As Hypotheses 51Marketing Research Process 51Creating the Research Design 51Choosing a Basic Method of Research 54Selecting the Sampling Procedure 55Collecting the Data 55Analyzing the Data 55Writing and Presenting the Report 55Following Up 56Managing the Research Process 56The Research Request 56Request for Proposal 57The Marketing Research Proposal 58What to Lo...

List of contents

Preface vii
 
1 The Role of Marketing Research in Management Decision Making 1
 
Nature of Marketing 1
 
The Marketing Concept 2
 
Opportunistic Nature of Marketing Research 2
 
External Marketing Environment 2
 
Marketing Research and Decision Making 3
 
Marketing Research Defined 3
 
Importance of Marketing Research to Management 3
 
Understanding the Ever-Changing Marketplace 4
 
Social Media and User-Generated Content 4
 
Proactive Role of Marketing Research 5
 
Applied Research versus Basic Research 6
 
Decision to Conduct Marketing Research 6
 
Development of Marketing Research 8
 
Inception: Pre-1900 8
 
Early Growth: 1900-1920 9
 
Adolescent Years: 1920-1950 9
 
Mature Years: 1950-2000 10
 
The Connected World: 2000-2010 10
 
Big Data and Data Analytics: 2010-Present 12
 
Summary 14
 
Key Terms 14
 
Questions for Review & Critical Thinking 14
 
Real-Life Research 1.1: Acxiom--The Data Giant 15
 
Real-Life Research 1.2: Can Anyone Be a Market Researcher? 15
 
2 The Marketing Intelligence Universe and Research Ethics 17
 
Rapidly Changing Structure of the Marketing Research Industry 17
 
Organizations Involved in Marketing Intelligence 18
 
Consumer and Industrial Goods and Services Producers 18
 
Governments and Universities 20
 
Media Companies 20
 
Custom Research Firms 20
 
Syndicated Service Firms 21
 
Digital Companies 22
 
Competitive Intelligence 22
 
Limited-Function Research Firms 22
 
Online and Mobile Tracking Firms 22
 
Big Data Analytic Firms 23
 
Specialized Service Suppliers 23
 
Consumer and Industrial Corporate Marketing Research Departments 24
 
Research Suppliers 25
 
Consumer Watch 25
 
Consumer Buy 27
 
Using Marketing Research--A Corporate Perspective 27
 
External Clients 28
 
Internal Clients 28
 
Marketing Research Ethics 30
 
Ethical Theories 30
 
Research Supplier Ethics 31
 
Client Ethics 34
 
Field Service Ethics 36
 
Respondents' Rights 37
 
Ethics and Professionalism 38
 
Summary 41
 
Key Terms 41
 
Questions for Review & Critical Thinking 41
 
Working the Net 42
 
Real-Life Research 2.1: Hey, No One Is Perfect 42
 
Real-Life Research 2.2: Coke Juices Up a Market Test 43
 
3 Problem Definition, Exploratory Research, and the Research Process 44
 
Critical Importance of Correctly Defining the Problem 44
 
Recognize the Problem or Opportunity 45
 
Find Out Why the Information Is Being Sought 46
 
Understand the Decision-Making Environment with Exploratory Research 46
 
Use the Symptoms to Clarify the Problem 49
 
Translate the Management Problem into a Marketing Research Problem 49
 
Determine Whether the Information Already Exists 50
 
Determine Whether the Question Can Be Answered 50
 
State the Research Objectives 51
 
Research Objectives As Hypotheses 51
 
Marketing Research Process 51
 
Creating the Research Design 51
 
Choosing a Basic Method of Research 54
 
Selecting the Sampling Procedure 55
 
Collecting the Data 55
 
Analyzing the Data 55
 
Writing and Presenting the Report 55
 
Following Up 56
 
Managing the Research Process 56
 
The Research Request 56
 
Request for Proposal 57
 
The Marketing Re

Product details

• Authors: Roger Gates, Roger (DSS Research) Gates, Gates Roger, Carl McDaniel Jr., Car McDaniel, Carl Mcdaniel, Carl (University of Texas Mcdaniel, Carl Gates Mcdaniel
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 31.05.2019
• EAN: 9781119586494
• ISBN: 978-1-119-58649-4
• No. of pages: 592
• Subjects: Social sciences, law, business > Business > Management; Marketing, Business & management, Wirtschaft u. Management, Marketing & Sales, Marketing u. Vertrieb