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Marketing Research, by Carl McDaniel Jr., Roger Gates
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In Marketing Research, 10th Edition, authors Carl McDaniel and Roger Gates share their industry experience to teach students how to make critical business decisions through the study of market research. Designed for marketing research courses, the authors' practical, applications-based approach features Real Data, Real People, and Real Research, to prepare students to conduct and use market research for future careers in business. Co-author Roger Gates, President of DSS Research, infuses the text with a practitioner perspective, helping students learn how to use marketing research through a practical presentation of theory and practice.
WileyPLUS Learning Space is an easy way for students to learn, collaborate, and grow. With WileyPLUS Learning Space, students create a personalized study plan, assess progress along the way, and make deeper connections as they interact with the course material and each other.
This collaborative learning environment provides immediate insight into strengths and problem areas through a combination of dynamic course materials and visual reports so that you can act on what’s most important.
*Access to WileyPLUS Learning Space is sold separately.�
- Sales Rank: #15802 in Books
- Published on: 2014-10-24
- Original language: English
- Number of items: 1
- Dimensions: 9.70" h x .70" w x 7.90" l, .0 pounds
- Binding: Paperback
- 624 pages
- 9781118808849
About the Author
Carl McDaniel is professor emeritus in service at the University of Texas-Arlington. He currently holds courses for the executive MBA program on the Fort Worth campus and in China. He was the chairman of the marketing department at UTA for 32 years. McDaniel's career spanned more than 40 years, during which he was the recipient of several awards for outstanding teaching. McDaniel has also been a district sales manager for Southwestern Bell Telephone Company and served as a board member of the North Texas Higher Education Authority, a billion-dollar financial institution. In addition to MKTG, McDaniel has written and co-authored over 50 textbooks in marketing and business. McDaniel's research has appeared in such publications as the Journal of Marketing, Journal of Business Research, Journal of the Academy of Marketing Science, and California Management Review. McDaniel is a member of the American Marketing Association. In addition to his academic experience, McDaniel has business experience as the co-owner of a marketing research firm. McDaniel has also served as senior consultant to the International Trade Centre (ITC), Geneva, Switzerland. The ITC's mission is to help developing nations increase their exports. He has a bachelor's degree from the University of Arkansas and his master's degree and doctorate from Arizona State University.
Most helpful customer reviews
2 of 2 people found the following review helpful.
Come on, Really, how silly is this.
By Jedi_Student
This book is missing important content that really inhibited my ability to get course work in on time. My copy of the Kindle Version of this book was missing. Through the book is statistical charts that you need to understand the work, problem, the charts are not in the Appendix, they are online, but no where in the book does it list where these are. Its a lame mistake, that has real world consequences. Here is a list of the Appendixes.
APPENDIX ONE: In the book.
APPENDIX TWO: (Online)
APPENDIX THREE: (Online)
0 of 0 people found the following review helpful.
As up to date as a book can be about ...
By Oscar V.
As up to date as a book can be about an every-changing/evolving industry which made only a small amount of online research necessary.
Make sure to get chegg.com answer keys in order to understand the questions properly.
0 of 0 people found the following review helpful.
Good overview of marketing research methods
By T. McCool
Indepth look at marketing research methods and practices. Lacking a bit on details of how to analyze data, but gives you a good overview and well-supported by current literature. I used this text in graduate level course.
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