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Description
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Marketing Research Essentials, Fifth Edition gives students a taste of what marketing research is really like—the good, the bad and the ugly. In this scaled down version, the authors focus toward the practice of marketing research. The authors prepare students to be intelligent buyers and users of marketing research and to know how to effectively use market research as a manager. Throughout the text, they inject a healthy dose of reality into the discussion, by including intriguing examples of how real companies use marketing research and stories from the frontlines of the field
Everything in the book is designed to help the user develop the best possible methodology with the frequently limited funds available.The goal of this text is to teach students to become effective buyers and users of market research rather than doers. Dr. Gates is the only author of a major marketing research text who is also President of a marketing research firm.
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