<p>Marketing Research Essentials, 3e keeps the hottest concepts, insights, basics, and examples from McDaniel &amp; 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.</p>

Marketing Research Essentials

Business & Money

Gates, Roger

McDaniel, Carl, Jr.

Marketing & Sales

South-Western

Roger Gates

John Wiley&Sons

<p>MARKETING RESEARCH ESSENTIALS 2e is an updated version of McDaniel &amp; Gates' successful CONTEMPORARY MARKETING RESEARCH 3e, featuring succinct coverage of marketing research with a managerial orientation. Essentials condenses core material into 15 chapters, allowing for easy integration of outside research projects. New features for the second edition include updated international features, as well as the application of new technologies. Use of the Internee in conducting marketing research will be highlighted throughout the text with a full chapter devoted to this contemporary issue. This book is a handy guide to marketing research that no marketing professional should be without.</p>

Management & Leadership

Thomson Learning

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Books by McDaniel, Carl, Jr.