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Marketing Research [Paperback]

Carl McDaniel Jr. , Roger Gates

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Book Description

12 Jun 2009
Real Data, Real People, Real Research. In the Eight Edition of Marketing Research, McDaniel and Gates continue to share their real-life experiences from the industry to teach students how to make critical business decisions through the study of market research. The authors' practical approach and emphasis on being "real" has made this one of the world's leading marketing research texts. Like no other, this text prepares students by introducing actual data samples, marketing research professionals, and real-world case problems. Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, this comprehensive text teaches students how to become effective consumers of market research.

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About the Author

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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Most Helpful Customer Reviews on (beta) 3.6 out of 5 stars  8 reviews
2.0 out of 5 stars It's provide a nice overview of surveys and research in general 4 July 2014
By A guy - Published on
Format:Hardcover|Verified Purchase
It's provide a nice overview of surveys and research in general. I would expect more information on regression (there's barely any), and explanations on regression in SPSS. The book was not very helpful.
4.0 out of 5 stars Solid Book 31 Jan 2014
By M. Fouad - Published on
Format:Hardcover|Verified Purchase
Solid Book with good examples.
Good explanations and content.
A solid purchase.
I learned a lot in my class and this supported.
3.0 out of 5 stars Book is not always available to students 12 Jun 2013
By Mimi - Published on
Format:Hardcover|Verified Purchase
It is a difficult book to understand at times and has some grammatical errors.
I wish there were activities, movies, etc., that came with the book for instructors.
4.0 out of 5 stars Great price, great condition 3 Jan 2013
By 3hirty4our - Published on
The book itself is alright. Wish it had more spss examples within the book on the different tests and analysis to run.
1 of 2 people found the following review helpful
5.0 out of 5 stars Useful to my Studies! 23 Sep 2009
By Shannon - Published on
Format:Hardcover|Verified Purchase
Very nice book. Extremely Current and in perfect shape upon arrival. Very useful in and out of the classroom, strong principles discussed. I would recommend.
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