Marketing Research Essentials, 3e keeps the hottest concepts, insights, basics, and examples from McDaniel & Gates' Contemporary Marketing Research, 4e, making it ideal for adding research projects or outside materials to your class. As in the parent text, Essentials seamlessly integrates the Internet and technology issues and methods - all while preserving the clarity and managerial approach for which McDaniel and Gates are known.
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Marketing research essentials arms students with a practical approach grounded in professional experience. McDaniel and Gates merge real-life, insider experiences from the industry, quantitative methods, and market research applications for comprehensive use in the classroom. This world-leading market research text teaches students how to become effective consumers of market research and how to use research to make critical business decisions.
The Seventh Edition encourages students to view marketing research through the eyes of a manager. It illustrates concepts with actual data, real-world case problems, and methods tried and tested in the real world.
Carl McDaniel is a professor of marketing at the University of Texas-Arlington where he has been chairperson of the marketing department since 1976.
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Book Description South-Western Pub, 2000. Paperback. Book Condition: New. 3rd. Bookseller Inventory # DADAX0324023170
Book Description South-Western Pub, 2000. Paperback. Book Condition: New. book. Bookseller Inventory # M0324023170
Book Description South Western, Cincinnati, OH, 2000. Softcover. Book Condition: New. 3rd Edition. Brand New, Includes Sealed CD Quantity Available: 1. ISBN: 0324023170. ISBN/EAN: 9780324023176. Pictures of this item not already displayed here available upon request. Inventory No: 1560737978. Bookseller Inventory # 1560737978
Book Description Thomson Learning. Book Condition: New. pp. 460. Bookseller Inventory # 7583427