Marketing Research with SPSS 8e
In the Eight Edition of Marketing Research, McDaniel and Gates continue to share their real–life experiences from the industry to teach students how to make critical business decisions through the study of market research.
The authors’ practical approach and emphasis on being “real” has made this one of the world’s leading marketing research texts. Like no other, this text prepares students by introducing actual data samples, marketing research professionals, and real–world case problems.
Filled with engaging, current examples drawn from the authors′ ongoing involvement in the field, this comprehensive text teaches students how to become effective consumers of market research.
From the Back Cover
A MARKETING RESEARCH BOOK THAT STANDS OUT IN A CROWD!
Like a red umbrella in a sea of blue, McDaniel and Gates stands out from all the other market research texts!
Why?
- It’s written by a full time marketing researcher and the founder of the University of Texas at Arlington’s MS in Marketing Research program—two people completely wired to the research industry!
- It’s loaded with real world examples, funny anecdotes, and more taken from the authors’ own experience—this text comes alive like no other you’ve used before!
- It puts you in the role of the manager who buys and uses market research—you’ll learn exactly how to use market research to make critical business decisions!
- The authors explain difficult quantitative concepts in a clear and accessible manner—it demystifies the technical aspects of Market Research!
- The student version of SPSS 11,0 comes FREE with the text—you can do Market Research the way current practitioners do!
- Also available in an optical package is Perseus WebResearcher, a professional web–based survey tool that allows you to create, implement, and manage surveys using only a Web browser.
ISBN : 9780470414361, Author : McDaniel, Publisher : John Wiley - 2010, Dimensions : 24.8 x 20 x 3.4 cm, Paperback : 792 pages
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