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Marketing Research Essentials with SPSS, 6th Edition
Carl McDaniel, Jr.,
Univ. of Texas, Arlington
Roger Gates,
DSS Research
ISBN: 978-0-470-13198-5
©2008
544 pages
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Description
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The sixth edition of Marketing Research Essentials offers real data by real people, who have conducted real research and made it real concise for students. The authors offer insider views into marketing research which enable them to provide students with the latest trends and guidance on what works and what doesn’t. The authors recognize that marketing research is much more than computing sample size, learning SPSS, or conducting a focus group. Markeing research is about getting managers to use your findings, managing people, controlling costs and a host of other aspects that are prevalent in this text. Marketing Research Essentials 6e covers research design, data acquisition, and data analysis, but it does so with a dose of reality unmatched by the competition.
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