Marketing research - Carl McDaniel Jr.

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.