All Formats & Editions

In Marketing Research Essentials, 9th Edition , authors Carl McDaniel and 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,... Read Full Overview

Marketing Research Essentials gives students an industry perspective to the complexities and rapid developments of the marketing research world. Coauthored by a full-time marketing research professional, this book merges real-life, insider experiences from the industry, with... Read Full Overview

Revised

*Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it's practiced in today's top firms. *Focus on the research user - continues... Read Full Overview

Canadian

Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, Marketing Research Essentials is a comprehensive text that teaches students how to become effective consumers of market research. The only book on the market co-authored by a full-time... Read Full Overview

Canadian

Revised

When conducted properly, marketing research can lead to better products, improved services, and a higher level of customer satisfaction. Written by marketing research professionals with over 40 years combined experience, this book is packed with the hottest trends, insights,... Read Full Overview

Marketing Research Essentials, 4th Edition is filled with cases, chapter-opening vignettes, marketing research war stories, and ethical dilemmas. The text connects the materials to the real world of marketing research, as it's practiced in today's top firms. ? Both authors bring... Read Full Overview

Revised