Marketing Research Essentials

About this book

Filled with engaging current examples drawn from the authors ongoing involvement in the field Marketing Research Essentials is a comprehensive text that teaches students how to become effective consumers of market research. The only book on the market co-authored by a full-time marketing researcher McDaniel and Gates together bring their real-life insider experiences from the industry to teach students how to make critical business decisions through the study of market research. Recognizing that marketing research is much more than computing sample size learning SPSS or conducting a focus group the text shares with students all they need in research design data acquisition and data analysis with a fresh dose of reality that is unmatched.