Marketing Research Essentials - Softcover

McDaniel, Carl D.; Gates, Roger H.; Woodman, Richard W.; McDaniel, Carl, Jr

Softcover

ISBN 10: 0538876697 ISBN 13: 9780538876698

Publisher: South-Western Pub, 1997

Synopsis

McDaniel and Gates stand out from the crowd! 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. It 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.

About this title

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.

Synopsis:

Marketing research with a managerial orientation is the subject of this book. It seeks to cover core material in its 15 chapters. This second edition includes extensive coverage of the Internet and marketing research, as well as updated international examples.

About this edition

• Publisher: South-Western Pub
• Publication date: 1997
• ISBN 10: 0538876697
• ISBN 13: 9780538876698
• Binding: Paperback
• Edition number: 2
• Number of pages: 462