Marketing Research

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! Why? It's written by a full time marketing researcher and the founder of the University of Texas at Arlington's MS in Marketing Research program-two people completely wired to the research industry! It's loaded with real world examples, funny anecdotes, and more taken from the authors' own experience-this text comes alive like no other you've used before! It puts you in the role of the manager who buys and uses market research-you'll learn exactly how to use market research to make critical business decisions! The authors explain difficult quantitative concepts in a clear and accessible manner-it demystifies the technical aspects of Market Research! The student version of SPSS 11,0 comes FREE with the text-you can do Market Research the way current practitioners do! Also available in an optical package is Perseus WebResearcher, a professional web-based survey tool that allows you to create, implement, and manage surveys using only a Web browser.McDaniel, Carl is the author of 'Marketing Research', published 2004 under ISBN 9780471455196 and ISBN 0471455199.