Marketing Research Essentials

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9780471448457: Marketing Research Essentials
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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 a combined 40 years of marketing research experience to the new edition. This fourth edition continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.

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From the Back Cover:

A Dispatch from the Frontlines of Marketing Research!

Packed with the hottest trends, insights, and advances in the field, this trim guide to market research presents a snapshot of the way marketing research is practiced today!

  • This book is based on the author’s successful Marketing Research: The Impact of the internet, 5/e offering the same real-world, user-oriented focus, cutting-edge coverage, and highly-engaging writing style in a more streamlined format.
  • The authors bring a combined 40 years of marketing research experience to this edition: Roger Gates is president of a marketing research firm with over 100 full-time employees and Carl McDaniel is chairman of the marketing department at the University of Texas at Arlington.
  • The book discusses some of the ways the internet is affecting marketing research, balanced with more traditional material.
  • New Chapter-Opening Vignettes spotlight real companies such as The National Cattleman’s Beef Association, Wal-Mart, Fast Company magazine, Bose Corporation, and LaQuinta Inns.
  • New Marketing Research War Stories about the trials and tribulations of conducting marketing research engage the reader’s attention and help them recall important concepts in the text.

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.

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Carl McDaniel Jr., Roger Gates
Published by Wiley (2003)
ISBN 10: 0471448451 ISBN 13: 9780471448457
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