Presents marketing research through the eyes of a manger using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods. Extensive updates and revisions enhance its traditional high quality and enjoyable style. A "real world " view of marketing research that comes from authors with over 40 years of marketing research experience both in business and in the classroom. "User of the research" focus to the text, present marketing research through the eyes of a manager using and perhaps purchasing marketing research information. Integrated, real world SPSS exercises to give students hands-on experience. Continued complete integration of the Internet and its effect on the field of market research.

Product Description: In Marketing Research Essentials, 9th Edition, authors Carl McDaniel and Roger Gates share their industry experience to teach students how to make critical business decisions through the study of market research. Designed for marketing research courses, the authors' practical, applications-based approach features Real Data, Real People, and Real Research, to prepare students to conduct and use market research for future careers in business...read more

Product Description: Real Data, Real People, Real Research Experience what it's like to work at the frontlines of the marketing research industry! In Marketing Research, 7th Edition, Carl McDaniel, founder of the University of Texas at Arlington's MS In Marketing Research program, and Roger Gates, a full-time marketing researcher, offer you an engaging, highly entertaining, and thoroughly real look at the field today...read more

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Product Description: 4TH EDITION;

Product Description: You will notice a new name for this popular, well-respected text, formerly known as Contemporary Marketing Research. Marketing Research: The Impact of the Internet reflects the dramatic changes impacting the way marketing research is conducted in the new millennium...read more (view table of contents, read Amazon.com's description)

Product Description: SPANISH TRANSLATION OF CONTEMPORARY MARKETING RESEARCH, E BY MCDANIEL/GATES (0-538-88507-6). This comprehensive book takes a strong managerial approach to explaining marketing research skills and concepts while maintaining its strong coverage of quantitative methods...read more

(view table of contents)

Product Description: This comprehensive text takes a strong managerial approach to teaching marketing research skills and concepts while maintaining its strong, competitive coverage of quantitative methods. The new edition features extensive updates and revisions to pedagogy, content, supplements and design to maintain and enhance its traditionally high quality and enjoyable style...read more