Marketing Research Essentials, with SPSS - Softcover

McDaniel Jr., Carl; Gates, Roger

Softcover

ISBN 10: 0470627638 ISBN 13: 9780470627631

Publisher: Wiley, 2009

Synopsis

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.

About this title

From the Back Cover:

We Left in Everything That Makes It Hot.

Spice up your research course with a dash of the best. Marketing Research Essentials, 3rd Edition keeps the hottest concepts, insights, basics, and examples from McDaniel and Gate's Contemporary Marketing Research, 4th Edition, making it ideal for adding research projects or outside materials to your class. As in the parent text, Essentials seamlessly integrates Internet and technology issues and methods - all while preserving the clarity and managerial approach for which McDaniel and Gates are known.

Hot New Ingredients:

A CD-ROM is included with each copy of Essentials and features Internet links, a comprehensive case and data set, a complete PowerPoint presentation with instructions for making PowerNotes, ethical dilemma questions, cross-fuctional questions, and a video segment on Burke Marketing Research.
Completely Revised and Updated Chapter on "Secondary Data, Databases, the Internet, and Decision Support Systems" reflects the latest market research technologies.
Greatly Expanded Web Content includes Internet activities, online quizzes, web links, and more! Visit http://mcdaniel.swcollege.com.
Opening Vignettes, Examples, and Case Materials highlight global and domestic marketing research methods.

About the Author:

Carl McDaniel is a professor of marketing at the University of Texas-Arlington where he has been chairperson of the marketing department since 1976.

About this edition

• Publisher: Wiley
• Publication date: 2009
• ISBN 10: 0470627638
• ISBN 13: 9780470627631
• Binding: Paperback
• Number of pages: 507