9781118249321

Marketing Research Essentials

  • ISBN 13:

    9781118249321

  • ISBN 10:

    1118249321

  • Edition: 8th
  • Format: Paperback
  • Copyright: 09/04/2012
  • Publisher: John Wiley & Sons Inc

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

Marketing Research Essentials gives students an industry perspective to the complexities and rapid developments of the marketing research world. Marketing Research Essentials is the only product in this market co-authored by a full-time marketing research professional. Dr. Roger Gates is a co-founder of DSS Research, a research and consulting firm that does a wide range of marketing research for health care organizations. The authors merge real-life, insider experiences from the industry, quantitative methods, and market research application for use in the classroom. The product encourages students to view marketing research through the eyes of an actual marketing research professional. It illustrates concepts with actual data, real-world case problems, and methods tried and tested in the real world. McDaniel and Gates offer customers the perfect blend of an author team consisting of one academic/teacher and one industry professional.

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