Marketing, an integrated approach

Business & Money

McDaniel, Carl D.

Management & Leadership

Harper&Row

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.  Contemporary Marketing Research contains strong technology and Internet coverage, both within the text and at a dedicated instructor/student web site (mcdaniel.swcollege.com) which provides dynamic teaching and learning resources with a strong technology dimension.  With this text, students learn now only how to conduct marketing research, but also how to use and interpret resulting information within any marketing job.

Contemporary Marketing Research

Gates, Roger

West Group

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

Gates, Roger H.

Contemporary marketing research

West Pub. Co.

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

South-Western Educational Publishing

Marketing Research: The Impact of the Internet

This First Edition of Statistics moves the curriculum in innovative ways while still looking relatively familiar. Statistics utilizes intuitive methods to introduce the fundamental idea of statistical inference. These intuitive methods are enabled through statistical software and are accessible at very early stages of a course. The text also includes the more traditional methods such as t-tests, chi-square tests, etc., but only after students have developed a strong intuitive understanding of inference through randomization methods.The text is designed for use in a one-semester introductory statistics course. The focus throughout is on data analysis and the primary goal is to enable students to effectively collect data, analyze data, and interpret conclusions drawn from data. The text is driven by real data and real applications. Although the only prerequisite is a minimal working knowledge of algebra, students completing the course should be able to accurately interpret statistical results and to analyze straightforward data sets.

wiley

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.

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.

Marketing Research

Computers & Technology

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Books by McDaniel, Carl D.