Marketing Research Essentials - Couverture souple

McDaniel, Prof Carl; Gates, Roger

Couverture souple

ISBN 10 : 0470169702 ISBN 13 : 9780470169704

Editeur : John Wiley & Sons Ltd, 2011

Synopsis

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.

A propos du livre

Quatrième de couverture :

We Left in Everything That Makes It Hot. Spice up your research course with a dash of the best. Marketing Research Essentials, 3rd Edition keeps the hottest concepts, insights, basics, and examples from McDaniel and Gate′s Contemporary Marketing Research, 4th Edition, making it ideal for adding research projects or outside materials to your class. As in the parent text, Essentials seamlessly integrates Internet and technology issues and methods – all while preserving the clarity and managerial approach for which McDaniel and Gates are known. Hot New Ingredients: A CD–ROM is included with each copy of Essentials and features Internet links, a comprehensive case and data set, a complete PowerPoint presentation with instructions for making PowerNotes, ethical dilemma questions, cross–fuctional questions, and a video segment on Burke Marketing Research. Completely Revised and Updated Chapter on "Secondary Data, Databases, the Internet, and Decision Support Systems" reflects the latest market research technologies. Greatly Expanded Web Content includes Internet activities, online quizzes, web links, and more! Visit http://mcdaniel.swcollege.com. Opening Vignettes, Examples, and Case Materials highlight global and domestic marketing research methods.

Présentation de l'éditeur :

This book seamlessly integrates Internet and technology issues and methods––all while preserving the clarity and managerial approach that McDaniel and Gates are known for.

À propos de cette édition

• Éditeur: John Wiley & Sons Ltd
• Date d'édition: 2011
• ISBN 10: 0470169702
• ISBN 13: 9780470169704
• Reliure: Broché
• Nombre de pages: 528