Marketing Research Essentials

by Carl D. McDaniel

Marketing Research Essentials gives students an industry perspective to the complexities and rapid developments of the marketing research world. Coauthored by a full-time marketing research professional, this book merges real-life, insider experiences from the industry, with quantitative methods, and market research applications for use in the classroom. It illustrates concepts with actual data, real-world case problems, as well as methods tried and tested in the real world.

Genres: Textbooks

480 pages, Paperback

First published January 1, 1995

Reviews

[Chloe]

Assigned textbook for my Marketing Research class, and so far this text is alternating between annoying me and putting me to sleep. Not a great mix.

[Kenny Oyama]

More of an introduction text to what marketing research 'is' rather than how to actually do any of it.

[Tashia]

I have learned to leave marketing research who enjoy statistics and analytics. Not my niche in marketing compared to direct and interactive marketing.