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A MARKETING RESEARCH BOOK THAT STANDS OUT IN A CROWD!
Like a red umbrella in a sea of blue, McDaniel and Gates stands out from all the other market research texts!
Why?
It’s written by a full time marketing researcher and the founder of the University of Texas at Arlington’s MS in Marketing Research program—two people completely wired to the research industry!
It’s loaded with real world examples, funny anecdotes, and more taken from the authors’ own experience—this text comes alive like no other you’ve used before!
It puts you in the role of the manager who buys and uses market research—you’ll learn exactly how to use market research to make critical business decisions!
The authors explain difficult quantitative concepts in a clear and accessible manner—it demystifies the technical aspects of Market Research!
The student version of SPSS 11,0 comes FREE with the text—you can do Market Research the way current practitioners do!
Also available in an optical package is Perseus WebResearcher, a professional web-based survey tool that allows you to create, implement, and manage surveys using only a Web browser.
Synopsis:
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.
Synopsis:
Presents marketing research through the eyes of a manager 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.
Product details
704 pages
John Wiley & Sons -
English9780471455196
Reviews:
"Synopsis"
by Wiley,
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.
"Synopsis"
by Ingram,
Presents marketing research through the eyes of a manager 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.
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