Marketing Research Essentials: with SPSS - Softcover

McDaniel Jr., Carl; Gates, Roger

Softcover

ISBN 10: 0470627638 ISBN 13: 9780470627631

Publisher: John Wiley & Sons, 2010

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

Product Description:

Unusual book

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 this edition

• Publisher: John Wiley & Sons
• Publication date: 2010
• ISBN 10: 0470627638
• ISBN 13: 9780470627631
• Binding: Paperback
• Number of pages: 507