Presents marketing research through the eyes of a manger using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods. Extensive updates and revisions enhance its traditional high quality and enjoyable style. A "real world " view of marketing research that comes from authors with over 40 years of marketing research experience both in business and in the classroom. "User of the research" focus to the text, present marketing research through the eyes of a manager using and perhaps purchasing marketing research information. Integrated, real world SPSS exercises to give students hands–on experience. Continued complete integration of the Internet and its effect on the field of market research.
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A MARKETING RESEARCH BOOK THAT STANDS OUT IN A CROWD!
Like a red umbrella in a sea of blue, McDaniel and Gates stands out from all the other market research texts!
Carl McDaniel, Jr. is currently Professor and Chairman of the Department of Marketing at University of Texas, Arlington. He received his Ph.D. from Arizona State University in 1970, joining the faculty at UTA the same year. He has extensively published in the areas of marketing basics and marketing research. He is the author of over twenty textbooks. He is on the editorial board of the Journal of Business Research, is an ad hoc reviewer for the Journal of the Academy of Marketing Science, and a member of the Board of Directors for the North Texas Higher Education Authority. In the spring of 1995 he served as a senior consultant to the International Trade Centre in Geneva, Switzerland; was an invited lecturer at the Ecole Superieure de Commerce in Pau, France for the past four springs; and recently lectured at eighteen universities in Latin America. Dr. McDaniel was named a Distinguished Fellow of the Southwestern Marketing Association in 1992.
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Descrizione libro John Wiley & Sons Inc, 2004. Hardcover. Condizione libro: New. New. Some rubbing and bumping to publisher's decorated laminated boards. Complete with CD. Available in our UK premises for prompt dispatch worldwide. Codice libro della libreria PBFH025528
Descrizione libro John Wiley & Sons. Condizione libro: New. pp. 704. Codice libro della libreria 5278923