With an emphasis on the practical approach to market research and  a focus on helping students recognize “good” research from bad research, this text prepares students to effectively use market research as managers. Recognizing that many students taking this course will need to use marketing research in a management capacity at some point in their careers, this comprehensive text provides a real-world perspective rather than an academic treatment of the material. The goal of this book is to teach students to become effective consumers of market research rather than mere doers of market research.

  In the NEW Seventh Edition of Marketing Research, McDaniel and Gates continue to share their real-life experiences from the industry to teach students how to use market research to make critical business decisions.  This new edition is filled with engaging ,current examples drawn from the authors' ongoing involvement in the field.