Marketing Research Essentials |  | Authors: Carl McDaniel Jr., Roger Gates
Publisher: Wiley
Category: Book
Buy New: $121.95
as of 9/9/2010 02:12 CDT details
New (6) Used (5) from $121.95
Seller: Bookbyte123
Rating:  1 reviews
Sales Rank: 272176
Media: Paperback
Edition: 7
Pages: 528
Number Of Items: 1
Shipping Weight (lbs): 1.9
Dimensions (in): 9.9 x 7.9 x 0.8
ISBN: 0470169702
Dewey Decimal Number: 380
EAN: 9780470169704
ASIN: 0470169702
Publication Date: June 21, 2010
Availability: Usually ships in 1-2 business days
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Product 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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| Customer Reviews:
Could be better... March 20, 2007
Gopi N. Sethumadhavan (Chicago, IL, USA)
6 out of 8 found this review helpful
My high expectations for this pricey book were not met. They cover basic statistics, a watered down version. Other than a couple of concepts I could have gotten the rest of the book from an elementary statistics book. Even though the title says its for market research, it does not cover any of the important concepts of market research- market segmentation, cluster analysis, factor analysis, etc.
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