mresearch2

( Please note that all our server links, are on our computer. You need to press the John Wiley link to have access to the material.)

Marketing Research, 6th Edition
Carl McDaniel, Jr., Univ. of Texas at Arlington
Roger Gates, DSS Research
ISBN: 0-471-45519-9
©2005

All new opening vignettes. Every chapter-opening vignette has been either updated or replaced. The companies and products featured include Long John Silvers, the Chrysler PT Cruiser, Procter and Gamble, The Oprah Magazine, and Starwood Hotels and Resorts.
New Ethical Dilemmas. New Dilemmas include: Fill Out a Survey and Join the Discount Club, J.D. Powers Quality Scores, and Branding the Black Box in Marketing Research.
New and Updated Internet Focus. Includes new and fully updated material on the ever-changing role of the Internet in marketing research. Chapter 1 begins with impact of the internet and how it is affecting marketing research, and then this discussion is continued throughout the text. internet coverage is thorough yet balanced, including coverage of traditional material.
New Global Research Vignettes. You will find new Global Research vignettes throughout the text including: Understanding What Global Clients Want, Doing Marketing Research in China, Tips on Conducting Global Focus Groups, and the EU Directive on Data Protection.
New In Practice Boxes in Every Chapter. New topics include: Doing Qualitative Research Right, Understanding the Difference Between Internal and External Validity, Putting Measurement Theory to Work, What Makes a Good Scale, How to Develop a National Probability Sample, Data Entry Made Easy, Beware of False Relationships, and Doing High Quality on Time.
New Real-Life Research Cases. Including: Satellite Radio, Fossil Watch, Frigidaire, Millennium Telecom, Pfizer, Road Runner, The United Way, and many more.
New Tales From the Field. Students readily recall material that is unusual or funny. In selected chapters, there are many new, short, amusing anecdotes about the trials and tribulations of conducting marketing research. This feature is designed not only to entertain, but also to help students recall important concepts in the text.
Perseus WebResearcher. A professional web-based survey tool is available as an optional package for students that allows them to create, implement, and manage surveys using only a web browser. The ISBN for the package of Perseus WebResearcher and the text is: 0-471-64805-1.
Interactive PowerPoint Slides A new set of robust, interactive PowerPoint slides that incorporate related web links and other outside resources to help the instructor engage students and encourage further classroom discussion. Slides include a unique navigation feature that allows instructors and students access to particular topics quickly.

SPSS Exercises are included at the end of the quantitative chapters in the text.


		With the new sixth edition of their best-selling text, Marketing Research, McDaniel and Gates continue to share their real-life experiences from the industry to teach students how to use market research to make critical business decisions. This new edition is filled with new and current examples drawn from the authors' ongoing involvement in the field, and continues to provide an engaging and entertaining writing style. In addition, SPSS 11.0 (student version) now comes with every book and SPSS-based problems have been added to the end-of-chapter material within the quantitative chapters. Also, Perseus WebResearcher's online survey tool is now available as an optional package.


		A real-world view of marketing research that comes from authors with over 40 years of marketing research experience, both in business and in the classroom. The text presents marketing research through the eyes of a manager using, and perhaps purchasing, marketing research information. Integrated, real-world SPSS exercises are presented at the end of the quantitative chapters and give students hands-on experience. Complete integration of the internet and its effect on the field of market research.


		Description


		New to this Edition


		*All new opening vignettes.* Every chapter-opening vignette has been either updated or replaced. The companies and products featured include Long John Silvers, the Chrysler PT Cruiser, Procter and Gamble, The Oprah Magazine, and Starwood Hotels and Resorts. *New Ethical Dilemmas.* New Dilemmas include: Fill Out a Survey and Join the Discount Club, J.D. Powers Quality Scores, and Branding the Black Box in Marketing Research. *New and Updated Internet Focus.* Includes new and fully updated material on the ever-changing role of the Internet in marketing research. Chapter 1 begins with impact of the internet and how it is affecting marketing research, and then this discussion is continued throughout the text. internet coverage is thorough yet balanced, including coverage of traditional material. New Global Research Vignettes. You will find new Global Research vignettes throughout the text including: Understanding What Global Clients Want, Doing Marketing Research in China, Tips on Conducting Global Focus Groups, and the EU Directive on Data Protection. New In Practice Boxes in Every Chapter. New topics include: Doing Qualitative Research Right, Understanding the Difference Between Internal and External Validity, Putting Measurement Theory to Work, What Makes a Good Scale, How to Develop a National Probability Sample, Data Entry Made Easy, Beware of False Relationships, and Doing High Quality on Time. *New Real-Life Research Cases.* Including: Satellite Radio, Fossil Watch, Frigidaire, Millennium Telecom, Pfizer, Road Runner, The United Way, and many more. *New Tales From the Field.* Students readily recall material that is unusual or funny. In selected chapters, there are many new, short, amusing anecdotes about the trials and tribulations of conducting marketing research. This feature is designed not only to entertain, but also to help students recall important concepts in the text. *Perseus WebResearcher.* A professional web-based survey tool is available as an optional package for students that allows them to create, implement, and manage surveys using only a web browser. The ISBN for the package of Perseus WebResearcher and the text is: 0-471-64805-1. *Interactive PowerPoint Slides* A new set of robust, interactive PowerPoint slides that incorporate related web links and other outside resources to help the instructor engage students and encourage further classroom discussion. Slides include a unique navigation feature that allows instructors and students access to particular topics quickly.


		Hallmark Features