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Marketing Research Essentials - 8th edition

Marketing Research Essentials (ISBN10: 1118249321; ISBN13: 9781118249321)
ISBN13: 978-1118249321
ISBN10: 1118249321

Summary: Marketing Research Essentials gives students an industry perspective to the complexities and rapid developments of the marketing research world. Marketing Research Essentials is the only product in this market co-authored by a full-time marketing research professional. Dr. Roger Gates is a co-founder of DSS Research, a research and consulting firm that does a wide range of marketing research for health care organizations. The authors merge real-life, insider experiences from t
he industry, quantitative methods, and market research application for use in the classroom. The product encourages students to view marketing research through the eyes of an actual marketing research professional. It illustrates concepts with actual data, real-world case problems, and methods tried and tested in the real world. McDaniel and Gates offer customers the perfect blend of an author team consisting of one academic/teacher and one industry professional.
...show more
Summary: Marketing Research Essentials gives students an industry perspective to the complexities and rapid developments of the marketing research world. Marketing Research Essentials is the only product in this market co-authored by a full-time marketing research professional. Dr. Roger Gates is a co-founder of DSS Research, a research and consulting firm that does a wide range of marketing research for health care organizations. The authors merge real-life, insider experiences from the industry, quantitative methods, and market research application for use in the classroom. The product encourages students to view marketing research through the eyes of an actual marketing research professional. It illustrates concepts with actual data, real-world case problems, and methods tried and tested in the real world. McDaniel and Gates offer customers the perfect blend of an author team consisting of one academic/teacher and one industry professional. ...show less

Edition/Copyright: 8TH 13
Cover: Paperback
Publisher: John Wiley & Sons, Inc.
Published: 09/04/2012
International: No

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