Marketing Research Essentials - Softcover

McDaniel, Carl, Jr.; Gates, Roger

Softcover

ISBN 10: 0538876697 ISBN 13: 9780538876698

Publisher: Thomson Learning, 1997

Synopsis

MARKETING RESEARCH ESSENTIALS 2e is an updated version of McDaniel & Gates' successful CONTEMPORARY MARKETING RESEARCH 3e, featuring succinct coverage of marketing research with a managerial orientation. Essentials condenses core material into 15 chapters, allowing for easy integration of outside research projects. New features for the second edition include updated international features, as well as the application of new technologies. Use of the Internee in conducting marketing research will be highlighted throughout the text with a full chapter devoted to this contemporary issue. This book is a handy guide to marketing research that no marketing professional should be without.

About this title

From the Back Cover:

We Left in Everything That Makes It Hot.

Spice up your research course with a dash of the best. Marketing Research Essentials, 3rd Edition keeps the hottest concepts, insights, basics, and examples from McDaniel and Gate's Contemporary Marketing Research, 4th Edition, making it ideal for adding research projects or outside materials to your class. As in the parent text, Essentials seamlessly integrates Internet and technology issues and methods - all while preserving the clarity and managerial approach for which McDaniel and Gates are known.

Hot New Ingredients:

A CD-ROM is included with each copy of Essentials and features Internet links, a comprehensive case and data set, a complete PowerPoint presentation with instructions for making PowerNotes, ethical dilemma questions, cross-fuctional questions, and a video segment on Burke Marketing Research.
Completely Revised and Updated Chapter on "Secondary Data, Databases, the Internet, and Decision Support Systems" reflects the latest market research technologies.
Greatly Expanded Web Content includes Internet activities, online quizzes, web links, and more! Visit http://mcdaniel.swcollege.com.
Opening Vignettes, Examples, and Case Materials highlight global and domestic marketing research methods.

About the Author:

Carl McDaniel is a professor of marketing at the University of Texas-Arlington where he has been chairperson of the marketing department since 1976.

About this edition

• Publisher: Thomson Learning
• Publication date: 1997
• ISBN 10: 0538876697
• ISBN 13: 9780538876698
• Binding: Paperback
• Edition number: 2