Marketing research : the impact of the Internet

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Title:

Marketing research : the impact of the Internet

Author:

McDaniel, Carl, Jr., 1941-

ISBN:

9780324067972

9780324125818

Personal Author:

McDaniel, Carl, Jr., 1941-

Edition:

5th ed.

Publication Information:

Cincinnati, Ohio : South-Western, c2002.

Physical Description:

xxxii, 682, 36, 9 p. : col. ill. ; 26 cm. + 1 computer optical disc (4 3/4 in.)

General Note:

Rev. ed. of: Contemporary marketing research. 4th. c1999.

Subject Term:

Marketing research.

Added Author:

Gates, Roger H., 1942-

McDaniel, Carl D. Contemporary marketing research.

Copies:

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015699370	658.83 M134M 2002	1	Searching... Unknown

In their fifth edition, McDaniel (U. of Texas, Arlington) and Gates (a consultant) have moved to an Internet emphasis, with web addresses given for companies featured, and end-of-chapter Internet exercises. They have also revised all the chapters, providing additional coverage of refusal rates, mall-intercept interviews, ethnographic research, shopping patterns, test marketing, and anonymous responses. The main parts of the book, which enjoys a clear layout and features many test cases to enliven the material, introduce the subject, and describe in detail how to create a research design, acquire and analyze data, and communicate the results. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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