Items related to Marketing Research Essentials
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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From the Back Cover:
McDaniel and Gates stand out from the crowd!
About the Author:
When it comes to putting you on the frontlines of the marketing research industry, McDaniel and Gates stand out from the crowd. These authors deliver the hottest trends, insights, and advances in the field, with a focus on how marketing research is practiced today.
Based on their successful Marketing Research, 6th Edition, this paperback text offers the same user-oriented, real-world focus, and cutting-edge content in a more streamlined format.
- Authors wired to the marketing research industry: Unlike many other marketing research texts, Marketing Research Essentials provides a real-world view of the field from authors who are industry insiders. Together, they bring more than 40 years of marketing research experience to this edition.
- A strong focus on how to use research: McDaniel and Gates focus on using and analyzing market research results, rather than actually doing the market research.
- Real-world perspective: Throughout the text, the authors inject a healthy dose of reality into the discussion, including intriguing examples of how real companies use marketing research and war stories from the frontlines of the field.
- New learning tools put you in the know: New chapter-opening Visual Checklists and chapter-ending Visual Summaries help reinforce your understanding of the material.
- Includes the student version of SPSS 13: In addition, new SPSS exercises at the end of the quantitative chapters give you hands-on experience. Data sets for the software are available on the companion website at www.wiley.com/college/mcdaniel.
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 title" may belong to another edition of this title.
- PublisherSouth-Western Pub
- ISBN 10 0324037139
- ISBN 13 9780324037135
- BindingHardcover
- Edition number3
- Rating
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