Solution Manual for Marketing Research 12th Edition McDaniel Jr. ISBN: 9781119703006

Description

Solution Manual for Marketing Research 12th Edition McDaniel Jr. ISBN: 9781119703006

Solution Manual for Marketing Research, 12th Edition, Carl McDaniel Jr., Roger Gates, ISBN: 111970300X, ISBN: 9781119703006

Table of Contents

1 Steps in Creating Market Insights and the Growing Role of Marketing Analytics 1
2 Secondary Data: A Potential Big Data Input 23
3 Measurement to Build Marketing Insight 36
4 Acquiring Data Via a Questionnaire 73
5 Sample Design 99

6 Traditional Survey Research 129
7 Qualitative Research 146
8 Online Marketing Research: The Growth of Mobile and Social Media Research 171
9 Primary Data Collection: Observation 185
10 Marketing Analytics 208

11 Primary Data: Experimentation and Test Markets 231
12 Data Processing and Basic Data Analysis 255
13 Statistical Testing of Differences and Relationships 285
14 More Powerful Statistical Methods 313
15 Communicating Analytics and Research Insights 347