Marketing Research Essentials, 3e keeps the hottest concepts, insights, basics, and examples from McDaniel & Gates' Contemporary Marketing Research, 4e, making it ideal for adding research projects or outside materials to your class. As in the parent text, Essentials seamlessly integrates the Internet and technology issues and methods - all while preserving the clarity and managerial approach for which McDaniel and Gates are known.

Marketing Research Essentials

Business & Money

McDaniel, Carl D.

Gates, Roger H.

Management & Leadership

West Group

Marketing & Sales

South-Western

South-Western Pub.

This popular, well-respected text continues its strong managerial approach while maintaining its solid, competitive coverage of quantitative methods. The new edition features extensive updates and revisions to pedagogy, content, supplements and overall design to both maintain and enhance its traditional high quality and enjoyable style. Extensive coverage of Internet based Marketing research has been added to provide balanced coverage of this critical topic. As a result, the new edition actively integrates technology in exercises, activities, and special feature boxes in conjunction with a dynamic Web site providing dynamic teaching and learning resources.

Marketing Research: The Impact of the Internet with Student CD ROM and InfoTrac College Edition

MCDANIEL, CARL

Gates, Roger

South-Western Educational Publishing

When conducted properly, marketing research can lead to better products, improved services, and a higher level of customer satisfaction. Written by marketing research professionals with over 40 years combined experience, this book is packed with the hottest trends, insights, and advances in the field. It presents a snapshot of the way cutting-edge marketing research is practiced today. * Provides real-world, user-oriented coverage through a highly-engaging writing style. * Discusses some of the ways the Internet is affecting marketing research. * Highlights real companies such as The National CattlemanâEUR(TM)s Beef Association, Wal-Mart, Fast Company magazine, Bose Corporation, and LaQuinta Inns. * Includes Marketing Research War Stories about the trials and tribulations of conducting marketing research that help readers recall important concepts in the text. * Examines ethical dilemmas that marketing researchers face.

John Wiley&Sons, Inc.

Investigacion de Mercados

Science & Math

McDaniel, Prof. Carl

Mathematics

CENGAGE LEARNING EDITORES, S.A. DE C.V.

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