Marketing Research Essentials

By Carl D. McDaniel, Roger H. Gates, Roger Gates

Book Overview

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 marketing researcher, McDaniel and Gates together bring their real-life, insider experiences from the industry to teach students how to make critical business decisions through the study of market research. Recognizing that marketing research is much more than computing sample size, learning SPSS, or conducting a focus group, the text shares with students all they need in research design, data acquisition, and data analysis, with a fresh dose of reality that is unmatched.

• Format: Paperback
• Language: English
• ISBN: 0470169702
• ISBN13: 9780470169704
• Release Date: December 2009
• Publisher: Wiley
• Length: 528 Pages
• Weight: 1.85 lbs.
• Dimensions: 9.9" x 0.7" x 8.0"

Customer Reviews

Marketing Research

Ordered this text book for my son actually. He needed it for a college course. New it was very expensive, but we were able to order a used one in great shape for MUCH less! It arrived quickly and in good shape! Very good experience.