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OverviewFilled 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. Full Product DetailsAuthor: Prof Carl McDaniel , Roger GatesPublisher: John Wiley and Sons Ltd Imprint: John Wiley & Sons Ltd Edition: 7th Revised edition Dimensions: Width: 20.20cm , Height: 1.80cm , Length: 24.50cm Weight: 0.841kg ISBN: 9780470169704ISBN 10: 0470169702 Pages: 528 Publication Date: 04 November 2011 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Out of Print Availability: In Print Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock. Table of ContentsReviewsAuthor InformationTab Content 6Author Website:Countries AvailableAll regions |
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