Project Description
Marketing Research, 1st Edition
McDaniel, Gates, Siuki
Interactive E-Text: 9781394349739, Print: 9781394349722
Marketing Research offers students a comprehensive and accessible introduction to using market research to drive informed business decisions. The text seamlessly blends marketing research theory with practical applications, providing a deep understanding of the subject. With Australian and New Zealand examples integrated throughout, the content is made highly relevant to students, ensuring it resonates with local contexts in the Marketing major.
Available through our cost-effective subscription platform, Wiley Business Now, Marketing Research, 1st Australian Edition offers an interactive and engaging learning experience for students, while providing lecturers with a comprehensive, flexible teaching resource.
Table of Contents
1.2 The research process
1.3 Managing the research process
Summary
Key terms
Questions for review and critical theory
Working the net
Real-life research
Endnotes
2.2 Internal databases
2.3 Big data
2.4 The Office of the Australian Information Commissioner
Summary
Key terms
Questions for review and critical theory
Working the net
Real-life research
Endnotes
3.2 Step one: Identify the concept of interest
3.3 Step two: Develop a construct
3.4 Step three: Develop the concept constitutively
3.5 Step four: Define the concept operationally
3.6 Step five: Develop a measurement scale
3.7 Step six: Evaluate the reliability and validity of the measurement
3.8 Attitude measurement scales
3.9 Considerations in selecting a scale
Summary
Key terms
Questions for review and critical theory
Working the net
Real-life research
Endnotes
4.2 Criteria for a good questionnaire
4.3 Does it solicit information in an unbiased manner: Questionnaire design process
4.4 Intelligence moves into questionnaire coding
4.5 Conducting surveys on smartphones and tablets
4.5 The rapid growth of DIY surveys
Summary
Key terms
Questions for review and critical theory
Working the net
Real-life research
Endnotes
5.2 Developing a sampling plan
5.3 Sampling and non-sampling errors
5.4 Probability and sampling methods
5.5 Nonprobability sampling methods
5.6 Nonprobability sampling methods
5.7 Internet sampling
5.8 Determining sample size
5.9 Normal distribution
5.10 Making inferences on the basis of a single sample
5.11 Determining a simple sample
5.12 Determining a sample size for stratified and cluster samples
Summary
Key terms
Questions for review and critical theory
Working the net
Real-life research
Endnotes
6.2 Types of errors in survey research
6.3 Types of surveys
6.4 Determination of the survey method
Summary
Key terms
Questions for review and critical theory
Working the net
Real-life research
Endnotes
7.2 Focus groups
7.3 Other qualitative methodologies
Summary
Key terms
Questions for review and critical theory
Working the net
Real-life research
Endnotes
8.2 Webcam and streaming technology focus groups
8.3 Online survey research
8.4 Commercial online panels
8.5 Mobile internet research- The future is now
8.6 Social media marketing research
Summary
Key terms
Questions for review and critical theory
Working the net
Real-life research
Endnotes
9.2 Human observation
9.3 Machine observation
9.4 Tracking
9.5 Virtual reality and augmented reality marketing research
Summary
Key terms
Questions for review and critical theory
Working the net
Real-life research
Endnotes
10.2 The marketing analytics process
10.3 Analysing data: Descriptive, predicative and prescriptive analytics
10.4Advanced analytical methods
10.5 Data visualisation
10.6 Privacy issues
10.7 Summary
Key terms
Questions for review and critical theory
Working the net
Real-life research
Endnotes
11.2 Demonstrating causation
11.3 Experimental setting
11.4 Experimental validity
11.5 Experiential notation
11.6 Extraneous variables
11.7 Experiential design, treatment and effects
11.8 Limitations of experiments research
11.9 Selected experiential designs
11.10 Test markets
Summary
Key terms
Questions for review and critical theory
Working the net
Real-life research
Endnotes
12.2 Step one: Validation and editing of paper surveys
12.3 Step two: Coding
12.4 Step four: Logical cleaning of data
12.5 Step five: Tabulation and statistical analysis
12.6 Graphical representation of data
12.7 Descriptive statistics
Summary
Key terms
Questions for review and critical theory
Working the net
Real-life research
Endnotes
13.1 Evaluating differences and changes
13.2 Statistical significance
13.3 Hypothesis testing
13.4 Commonly used statistical hypothesis tests
13.5 Goodness of fit
13.6 Hypotheses about one mean
13.7 Hypotheses about proportions
13.8 Analysis of variances (ANOVA)
13.9 P values and significance testing
Summary
Key terms
Questions for review and critical theory
Working the net
Real-life research
Endnotes
14.2 Bivariate statistical analysis
14.3 Bivariate analysis of relationships
14.4 Bivariate regression
14.5 Correlation for metric data: Pearson’s product- movement correlation
14.6 Multivariate analysis procedures
14.7 Multivariate software
14.8 Multiple regression analysis
14.9 Multiple discriminant analysis
14.10 Cluster analysis
14.11 Factor analysis
14.12 Conjoint analysis
14.13 Neural networks
14.14 Predicative analysis
Summary
Key terms
Questions for review and critical thinking
Working the net
Real-life research
Endnotes
Organising the report
Making the presentation
Summary
Key terms
Questions for review and critical thinking
Working the net
Market research in the digital era – A comprehensive marketing research project
Authors
Roger Gates
Helen Siuki
Explore our content
Marketing Research is specifically designed for students in marketing, emphasising the practical importance of market research in making informed business decisions.
The text provides a comprehensive overview of key topics such as marketing intelligence, problem definition, exploratory research, big data, data analytics, online and social media marketing research, questionnaire design, statistical testing, and managing marketing research studies and teams. Grounded in the authors’ combined 50 years of industry experience, it features real data, real people, and real research to prepare students for designing, conducting, analysing, and integrating marketing research in their future careers. Australian and New Zealand examples are integrated throughout to ensure local relevance and applicability to students in the Marketing major.
The latest edition introduces an updated approach, focusing on current trends in data analytics and online marketing research. Students can further enhance their learning with a range of digital resources, including interactive case studies and real-world examples, creating a dynamic and engaging educational experience.
What’s in Marketing Research, 1st Australian Edition?
- Real-world applications: The text features real data, real people, and real research to prepare students for designing, conducting, analysing, and integrating marketing research in their future careers.
- Marketing research coverage: Covers key topics such as marketing intelligence, problem definition, exploratory research, big data, data analytics, online and social media marketing research, questionnaire design, statistical testing, and managing marketing research studies and teams.
- Australian & New Zealand relevance: Australian and New Zealand examples are integrated throughout, ensuring local relevance for students in the Marketing major. Full of relatable market research examples, the content ensures that students can apply the concepts to real-world business decisions.
- Applied learning approach: Uses an applied approach to show how market research is used in professional careers, providing practical insights into its implementation in business decision-making.
- Pedagogical tools for student success: Every chapter includes effective learning tools such as learning objectives, chapter outlines, summaries, key term lists, and questions for review and critical thinking, enhancing the student learning experience.
Take a closer look:
Interactives and Key Features
Available as a digital eText or printed textbook with an interactive eText code, this title enables every student to master concepts and succeed in assessment. Lecturers are supported with an extensive, easy-to-use teaching and learning package.
Each chapter integrates practical case studies based on fictional business scenarios, helping students apply theoretical concepts to real decision-making situations and develop problem-solving skills.
Case studies
Covers key topics that are threatening to upend parts of traditional marketing research industry. It introduces topics such as data mining, big data analytics, machine learning, deep learning and artificial intelligence.
Market research coverage
Takes an applied learning angle, showing students how market research skills translate into real-world career applications.
Career focused approach
Features real, relatable examples from Australian and New Zealand contexts to connect concepts with local industry practice.
Local market research examples
Incorporates real-world data, research, and individuals to demonstrate how market research informs actual business decisions.
Real life data and examples
Our digital eText features end-of-chapter multiple-choice quizzes that provide instant feedback, helping to reinforce understanding and support learning.
Concept check questions (eText)
Students can personalise their eText by highlighting and taking notes, as well as other useful features including read aloud.
Personalisation features (eText)
Access Options
Wiley is committed to creating innovative delivery options that cater to students, libraries and institutions, our texts are available with multiple purchase models to ensure flexibility and meet the needs of our diverse customers.
Student Purchase Options
At Wiley Direct, students can explore subscription or buy-to-own options (inc. Print & eText) – with 10% off and free shipping, click here
Library Provisioned
This text can be provisioned by your university library with unlimited student access, as well as other options, click here
Institution Provisioned
When your department wants to provision the text for students – we can help. To discover more click here
Instructor Resource Toolkit
Our Instructor Resource Toolkit is designed to seamlessly integrate the text content into your teaching, saving you time and boosting student engagement. It includes a variety of customisable tools, guides and assessment.*
Pre-made PowerPoint slides save you time in your course set-up, while the ability to customise the content means you can build it to suit your courses learning outcomes.
The Instructor Resource Guide provides suggested answers to the end-of-chapter case study questions, plus bonus questions for in-class discussion
Access to a comprehensive LMS-ready test bank. This collection of customisable exam and quiz questions are designed to assess students’ understanding of key concepts and learning objectives.
Local Wiley Support
This text is proudly published and supported by a local team dedicated to enriching learning experiences for ANZ based students and instructors.
Meet with your Wiley Representative!
- Take a customised tour of the text features tailored to your course learning objectives
- Explore the Instructor Resources available to you
- Learn about the access models available to students, or ways your university can provision the text
- Request a review copy or sample materials
- Discuss the needs of your course and how we can assist you
*The Instructor Resource Toolkit is only available to educators in Australian, New Zealand & Pacific Universities. Our team will verify all requests for access. Once your request is verified, you will be able to login and download the resources from the Instructor Companion site. *All prices on this page are AUD