Marketing Research with SPSS [Hardcover]

Carl McDaniel (Author), Roger Gates (Author)

Book Description

Publication Date: March 20, 2006 | ISBN-10: 0471755281 | ISBN-13: 978-0471755289 | Edition: 7

Real Data, Real People, Real Research

Experience what it's like to work at the frontlines of the marketing research industry! In Marketing Research, 7th Edition, Carl McDaniel, founder of the University of Texas at Arlington's MS In Marketing Research program, and Roger Gates, a full-time marketing researcher, offer you an engaging, highly entertaining, and thoroughly real look at the field today.

Drawing from their own real-life experiences, the authors provide insights into the latest trends, what works and what doesn't, and what separates the good research from the bad.

You'll discover how to effectively use marketing research to make critical decisions, learn how to manage people, know what to look for in a marketing research report, and much more.

Highlights of the Seventh Edition
* Three new data cases are based on real data gathered from a nationwide sample of 2,000 college-aged students from the Survey Sampling International database. Cases include and online dating service, an online student travel service, and a new chain of combination fast food/convenience stores.
* A new video on Focus Groups shows college students discussing online dating.
* From the Front Line boxes present real-life insights from practicing professionals at Roger Gates's research firm, DSS Research.
* A Student Version of SPSS 14.0 is packaged with this text.
* SPSS exercises follow each quantitative chapter. Data sets and Excel-based versions of the SPSS exercises are available on the Companion Web Site.
* New web quizzes enable students to test their understanding of the material.
* Includes many new chapter-opening vignettes, global vignettes, and real-life research cases, based on real companies such as Proctor & Gamble, Starbucks, Swiffer dust mops, Gap, and Coach Handbags.

Editorial Reviews

From the Back Cover

Real Data, Real People, Real Research

Experience what it’s like to work at the frontlines of the marketing research industry! In Marketing Research, 7th Edition, Carl McDaniel, founder of the University of Texas at Arlington’s MS In Marketing Research program, and Roger Gates, a full-time marketing researcher, offer you an engaging, highly entertaining, and thoroughly real look at the field today.

Drawing from their own real-life experiences, the authors provide insights into the latest trends, what works and what doesn’t, and what separates the good research from the bad.

You’ll discover how to effectively use marketing research to make critical decisions, learn how to manage people, know what to look for in a marketing research report, and much more.

Highlights of the Seventh Edition

• Three new data cases are based on real data gathered from a nationwide sample of 2,000 college-aged students from the Survey Sampling International database. Cases include and online dating service, an online student travel service, and a new chain of combination fast food/convenience stores.
• A new video on Focus Groups shows college students discussing online dating.
• From the Front Line boxes present real-life insights from practicing professionals at Roger Gates’s research firm, DSS Research.
• A Student Version of SPSS 14.0 is packaged with this text.
• SPSS exercises follow each quantitative chapter. Data sets and Excel-based versions of the SPSS exercises are available on the Companion Web Site.
• New web quizzes enable students to test their understanding of the material.
• Includes many new chapter-opening vignettes, global vignettes, and real-life research cases, based on real companies such as Proctor & Gamble, Starbucks, Swiffer dust mops, Gap, and Coach Handbags.

Product Details

• Hardcover: 720 pages
• Publisher: Wiley; 7 edition (March 20, 2006)
• Language: English
• ISBN-10: 0471755281
• ISBN-13: 978-0471755289
• Product Dimensions: 10.2 x 8.2 x 1 inches
• Shipping Weight: 3 pounds (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #118,043 in Books (See Top 100 in Books)
  • #76 in Books > Computers & Technology > Home Computing > Internet > Online Searching

More About the Author

Carl McDaniel, Jr. is currently Professor and Chairman of the Department of Marketing at University of Texas, Arlington. He received his Ph.D. from Arizona State University in 1970, joining the faculty at UTA the same year.

He has extensively published in the areas of marketing basics and marketing research. He is the author of over twenty textbooks. He is on the editorial board of the Journal of Business Research, is an ad hoc reviewer for the Journal of the Academy of Marketing Science, and a member of the Board of Directors for the North Texas Higher Education Authority.

In the spring of 1995 he served as a senior consultant to the International Trade Centre in Geneva, Switzerland; was an invited lecturer at the Ecole Superieure de Commerce in Pau, France for the past four springs; and recently lectured at eighteen universities in Latin America. Dr. McDaniel was named a Distinguished Fellow of the Southwestern Marketing Association in 1992.

Customer Reviews

Most Helpful Customer Reviews

13 of 14 people found the following review helpful:

4.0 out of 5 stars Outstanding on the qualitative stuff, relatively weak on statistics, June 5, 2009

By 

demago (Singapore) - See all my reviews

This review is from: Marketing Research with SPSS (Hardcover)

I'm a marketing professor who recently went through the process of reviewing 6 different textbooks for a Marketing Research class I'm about to start teaching, and this was by far my preferred choice. Most other textbooks (Aaker, Malhotra, Churchill, Lehman...) have an Ivory Tower feel to them, as if the authors know how to design a perfect lab study, but they've never in their life been out there conducting a real market research study (actually, I know some of these authors, and that's exactly the truth -- they're brilliant people, but they've spent their entire adult lives at universities, and it shows in their books). McDaniel is the chair of a MSc in Marketing Research program (one of a few in the US and world), and Gates runs his own large market research firm, and they succeed in bringing this interesting subject to life. There's a lot of interesting anecdotes and examples that give the reader insight in the kinds of issues you run into in the field, and this makes the book interesting to read.

Where the book's a bit weak is on multivariate statistics. Anyone interested in that I highly recommend the Hair et al. book on Multivariate Statistics (truly a superb book -- before my time in academia I worked in market research and everyone in quantitative marketing research loved this book). Every chapter follows the same systematic layout for what the tool does, the intuition behind it, what input data are needed, how to interpret the output... It's great as a reference but also good as a first source to learn from. Anyway, like I said, McDaniel and Gates is quite superficial on the multivariate statistics part, but I have to say that in practice you can go very far just running segment-level averages, crosstabs, and regressions, so I don't consider that a deadly flaw. Those who are looking for a marketing research textbook that's more quantitative, I think Malhotra does a good job, but I find it a bit dry and encyclopedic (but otherwise a perfectly good source to learn from). If money's no object, you'll do well to get both McDaniel and Gates for the qualitative aspects, and buy Hair et al's Multivariate Statistics. Another excellent book to complement these is "Marketing research with SPSS" by De Pelsmacker et al (European book so may have to order through UK division of Amazon). That's basically a "cookbook" with step by step instructions for how to run each of the various types of multivariate analysis common in Marketing research, as well as how to interpret the SPSS output (to understand the intuition, I'd still recommend Hair et al. though). Between those three you're extremely well covered any you'll probably have to go to the journals to get more advanced stuff.

5 of 6 people found the following review helpful:

5.0 out of 5 stars Excellent textbook for Marketing Research, March 24, 2007

By 

Matthew Spewak (Princeton, NJ) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Marketing Research with SPSS (Hardcover)

From "problem definition" to "survey design" and "data analysis," Marketing Research takes you through every step of the process with a good mix of theory and examples. This was a required textbook for my MBA marketing research class. The concepts are clear and material is presented interestingly. You can learn a lot just by reading the book, but it will be even more valuable as a reference to a class. Many of the concepts are best learned by conducting your own research studies. McDaniel designed the book with coursework in mind and offers plenty of real-world applications.

4.0 out of 5 stars a nice reference book for market research, July 10, 2010

By 

hobbyist "mav" - See all my reviews

Amazon Verified Purchase

This review is from: Marketing Research with SPSS (Hardcover)

a good overview of market research principles and applications. used this book for an mba program.