Marketing Research Essentials - Couverture souple

McDaniel, Prof Carl; Gates, Roger

Couverture souple

ISBN 10 : 0471684767 ISBN 13 : 9780471684763

Editeur : John Wiley & Sons Inc, 2005

Synopsis

When it comes to putting you on the frontlines of the marketing research industry, McDaniel and Gates stand out from the crowd. These authors deliver the hottest trends, insights, and advances in the field, with a focus on how marketing research is practiced today. Based on their successful "Marketing Research, 6th Edition", this paperback text offers the same user oriented, real world focus, and cutting edge content in a more streamlined format. The authors are wired to the marketing research industry. Unlike many other marketing research texts, "Marketing Research Essentials" provides a real world view of the field from authors who are industry insiders. Together, they bring more than 40 years of marketing research experience to this edition. There is a strong focus on how to use research: McDaniel and Gates focus on using and analyzing market research results, rather than actually doing the market research. It presents a real world perspective: Throughout the text, the authors inject a healthy dose of reality into the discussion, including intriguing examples of how real companies use marketing research and war stories from the frontlines of the field. There are new learning tools that put you in the know: new chapter opening Visual Checklists and chapter ending Visual Summaries help reinforce your understanding of the material. It includes the student version of SPSS 13: In addition, new SPSS exercises at the end of the quantitative chapters give you hands on experience.

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.

Détails de l'édition

• Éditeur: John Wiley & Sons Inc
• Date d'édition: 2005
• Langue: anglais
• ISBN 10: 0471684767
• ISBN 13: 9780471684763
• Reliure: Broché
• Numéro d'édition: 5
• Nombre de pages: 512
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible