Marketing Research Essentials
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Book Description
- Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it's practiced in today's top firms.
- Written from the frontlines of marketing research. Both authors bring a combined 40 years of marketing research experience to the new edition. Roger Gates is president of a marketing research firm with over 100 full-time employees. Carl McDaniel is a former partner in a successful marketing research company, and is chairman of the marketing department at the University of Texas at Arlington.
- Focus on the research user. The Fourth Edition continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.
- Internet Coverage. By 2005 half of all marketing research monies will be spent on Internet research. The new edition reflects this trend throughout the text in detailed coverage of how the Internet is used to conduct marketing research.
- Global and Domestic Research Methods. Opening vignettes, examples, and case materials highlight global and domestic marketing research methods.
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