Marketing research essentials

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Title:

Author:

McDaniel, Carl, Jr., 1941-

ISBN:

9780471448457

Personal Author:

McDaniel, Carl, Jr., 1941-

Edition:

4th ed.

Publication Information:

New Jersey : John Wiley, c2004.

Physical Description:

1 v. (various pagings) : ill. ; 26 cm. + 1 computer optical disc (4 3/4 in.)

General Note:

Supplied with : SPSS Student Version 11.0 for Windows

Subject Term:

Marketing research.

Added Author:

Gates, Roger H., 1942-

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015738087	658.83 M134M 2004	1	Searching... Unknown

Marketing Research Essentials, 4th Edition is filled with cases, chapter-opening vignettes, marketing research war stories, and ethical dilemmas. The text connects the materials to the real world of marketing research, as it's practiced in today's top firms. Both authors bring a combined 40 years of marketing research experience to the new edition. This fourth edition continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.

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