Marketing Research Essentials

by Carl D. McDaniel, Roger H. Gates

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.

Genres: Textbooks

507 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.