ISBN 9780470169704 | 0470169702 Textbooks - "Marketing Research Essentials" by Jr Roger Roger Gates Carl McDaniel Jr Carl Gates Carl McDaniel Gates McDaniel Jr

Authors: Jr. - Roger - Roger Gates - Carl McDaniel Jr. - Carl; Gates - Carl McDaniel; Gates - McDan…
ISBN 10: 0470169702
ISBN 13: 9780470169704
Edition: 7
Release: December 29, 2009
Format: Paperback (528 pages)
List Price: Unknown
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Tags: Business & Investing, General,

Book Description:
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.

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