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.
"synopsis" may belong to another edition of this title.
From the Back Cover
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.
Highlights:
- Emphasis on marketing research as meaning much more than computing sample size or conducting a focus group.
- New attitude scales coverage.
- Fresh examples and mini-cases featuring a broad range of contemporary companies, including those from top health care market research providers.
- Inclusion of the latest technology products to further engage students.
- Opening vignettes for each chapter and boxed inserts that provide relevant, real-world material from the mass media.
- Enhanced "making it Work" features where concepts are demonstrated and fully explained.
"About this title" may belong to another edition of this title.
Other Popular Editions of the Same Title
Search results for Marketing Research Essentials
Stock Image
Marketing Research Essentials
Published by
Wiley & Sons, Incorporated, John, 2009
ISBN 10: 0470169702
ISBN 13: 9780470169704
Used
Softcover
Seller: Better World Books, Mishawaka, IN, U.S.A.
Seller rating 5 out of 5 stars
Condition: Very Good. 7th Edition. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # 4636596-6
Stock Image
Marketing Research Essentials
Published by
Wiley & Sons, Incorporated, John, 2009
ISBN 10: 0470169702
ISBN 13: 9780470169704
Used
Softcover
Seller: Better World Books: West, Reno, NV, U.S.A.
Seller rating 5 out of 5 stars
Condition: Good. 7th Edition. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # 4336015-20
Stock Image
Marketing Research Essentials
Seller: BooksRun, Philadelphia, PA, U.S.A.
Seller rating 5 out of 5 stars
Paperback. Condition: Very Good. 7. It's a well-cared-for item that has seen limited use. The item may show minor signs of wear. All the text is legible, with all pages included. It may have slight markings and/or highlighting. Seller Inventory # 0470169702-11-1
Stock Image
Marketing Research Essentials
Seller: ThriftBooks-Dallas, Dallas, TX, U.S.A.
Seller rating 5 out of 5 stars
Paperback. Condition: Fair. No Jacket. Readable copy. Pages may have considerable notes/highlighting. ~ ThriftBooks: Read More, Spend Less. Seller Inventory # G0470169702I5N00
Stock Image
Marketing Research Essentials
Seller: HPB-Red, Dallas, TX, U.S.A.
Seller rating 5 out of 5 stars
paperback. Condition: Good. Connecting readers with great books since 1972! Used textbooks may not include companion materials such as access codes, etc. May have some wear or writing/highlighting. We ship orders daily and Customer Service is our top priority! Seller Inventory # S_441403454
Stock Image
Marketing Research Essentials
Seller: WorldofBooks, Goring-By-Sea, WS, United Kingdom
Seller rating 5 out of 5 stars
Paperback. Condition: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Seller Inventory # GOR007520416
Buy Used
£ 3.20
£ 5.60 shipping
Ships from United Kingdom to U.S.A.
Ships from United Kingdom to U.S.A.
Quantity: 2 available
Stock Image
Marketing Research Essentials
Published by
Wiley & Sons, Incorporated, John, 2009
ISBN 10: 0470169702
ISBN 13: 9780470169704
Used
Softcover
Seller: Better World Books Ltd, Dunfermline, United Kingdom
Seller rating 5 out of 5 stars
Condition: Good. 7th Edition. Former library copy. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # 14254980-20
Buy Used
£ 4.82
£ 5 shipping
Ships from United Kingdom to U.S.A.
Ships from United Kingdom to U.S.A.
Quantity: 1 available
Stock Image
Marketing Research Essentials
Published by
Wiley & Sons, Incorporated, John, 2009
ISBN 10: 0470169702
ISBN 13: 9780470169704
Used
Softcover
Seller: Better World Books Ltd, Dunfermline, United Kingdom
Seller rating 5 out of 5 stars
Condition: Very Good. 7th Edition. Former library copy. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # GRP97526545
Buy Used
£ 4.82
£ 5 shipping
Ships from United Kingdom to U.S.A.
Ships from United Kingdom to U.S.A.
Quantity: 1 available
Seller Image
Marketing Research Essentials
Seller: WeBuyBooks, Rossendale, LANCS, United Kingdom
Seller rating 5 out of 5 stars
Condition: Good. Most items will be dispatched the same or the next working day. A copy that has been read but remains in clean condition. All of the pages are intact and the cover is intact and the spine may show signs of wear. The book may have minor markings which are not specifically mentioned. Seller Inventory # rev6370305780
Buy Used
£ 2.74
£ 9.03 shipping
Ships from United Kingdom to U.S.A.
Ships from United Kingdom to U.S.A.
Quantity: 1 available
Stock Image
Marketing Research Essentials
Seller: Phatpocket Limited, Waltham Abbey, HERTS, United Kingdom
Seller rating 5 out of 5 stars
Condition: Good. Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. Seller Inventory # Z1-U-001-02402
Buy Used
£ 3.25
£ 10.64 shipping
Ships from United Kingdom to U.S.A.
Ships from United Kingdom to U.S.A.
Quantity: 3 available