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Inhaltsangabe
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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Marketing research essentials arms students with a practical approach grounded in professional experience. McDaniel and Gates merge real-life, insider experiences from the industry, quantitative methods, and market research applications for comprehensive use in the classroom. This world-leading market research text teaches students how to become effective consumers of market research and how to use research to make critical business decisions.
The Seventh Edition encourages students to view marketing research through the eyes of a manager. It illustrates concepts with actual data, real-world case problems, and methods tried and tested in the real world.
Highlights:
- Emphasis on marketing research as meaning much more than computing sample size or conducting a focus group.
- New attitude scales coverage.
- Fresh examples and mini-cases featuring a broad range of contemporary companies, including those from top health care market research providers.
- Inclusion of the latest technology products to further engage students.
- Opening vignettes for each chapter and boxed inserts that provide relevant, real-world material from the mass media.
- Enhanced "making it Work" features where concepts are demonstrated and fully explained.
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