More Details about Marketing Research, 8th Edition

General Information  
Author(s)Carl Mcdaniel and Jr and Roger Gates
PublisherJohn Wiley
Publish YearJanuary 2011


In order to make the concepts more relevant, this eighth edition includes more examples and mini-cases of contemporary companies. It presents marketing research through the eyes of a manager using and purchasing research information while also covering quantitative methods. New real-world examples including opening vignettes for each chapter and boxed inserts are included to provide relevant material from the popular press. End-of-chapter cases and mini cases help readers synthesize chapter concepts by focusing on real marketing research problems and real companies. New examples based on products like MP3s, cell phones and blackberries are incorporated in an effort to further engage marketing professionals and make the material even more relevant.