Marketing Research Essentials
Marketing Research Essentials by Carl McDaniel, Jr. is a comprehensive text published by Wiley on December 21, 2009. This edition spans 528 pages and is presented in English. The book focuses on teaching students how to effectively consume market research, drawing from the authors’ extensive experience in the field.
Readers will find that Marketing Research Essentials provides insights into research design, data acquisition, and data analysis, emphasizing the practical application of these concepts in making informed business decisions. The text includes current examples that illustrate the relevance of marketing research in real-world scenarios, covering essential topics in business and economics, marketing, and advertising.
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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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