Marketing Research Essentials [Paperback]

Carl McDaniel Jr. (Author), Roger Gates (Author)

Book Description

ISBN-10: 0471448451 | ISBN-13: 978-0471448457 | Publication Date: May 7, 2003 | Edition: 4

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.

Editorial Reviews

From the Back Cover

A Dispatch from the Frontlines of Marketing Research!

Packed with the hottest trends, insights, and advances in the field, this trim guide to market research presents a snapshot of the way marketing research is practiced today!

• This book is based on the author’s successful Marketing Research: The Impact of the internet, 5/e offering the same real-world, user-oriented focus, cutting-edge coverage, and highly-engaging writing style in a more streamlined format.
• The authors bring a combined 40 years of marketing research experience to this edition: Roger Gates is president of a marketing research firm with over 100 full-time employees and Carl McDaniel is chairman of the marketing department at the University of Texas at Arlington.
• The book discusses some of the ways the internet is affecting marketing research, balanced with more traditional material.
• New Chapter-Opening Vignettes spotlight real companies such as The National Cattleman’s Beef Association, Wal-Mart, Fast Company magazine, Bose Corporation, and LaQuinta Inns.
• New Marketing Research War Stories about the trials and tribulations of conducting marketing research engage the reader’s attention and help them recall important concepts in the text.

About the Author

Carl McDaniel is a professor of marketing at the University of Texas-Arlington where he has been chairperson of the marketing department since 1976. --This text refers to an out of print or unavailable edition of this title.

Product Details

• Paperback: 480 pages
• Publisher: Wiley; 4 edition (May 7, 2003)
• Language: English
• ISBN-10: 0471448451
• ISBN-13: 978-0471448457
• Product Dimensions: 10 x 8 x 0.8 inches
• Shipping Weight: 2 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #2,000,540 in Books (See Top 100 in Books)

More 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.

Customer Reviews

Most Helpful Customer Reviews

9 of 11 people found the following review helpful:

2.0 out of 5 stars Could be better..., March 20, 2007

By 

Gopi N. Sethumadhavan "GS" (Chicago, IL, USA) - See all my reviews
(REAL NAME)   

This review is from: Marketing Research Essentials (Paperback)

My high expectations for this pricey book were not met. They cover basic statistics, a watered down version. Other than a couple of concepts I could have gotten the rest of the book from an elementary statistics book. Even though the title says its for market research, it does not cover any of the important concepts of market research- market segmentation, cluster analysis, factor analysis, etc.

5.0 out of 5 stars Great product, October 14, 2011

By 

Sarah Campbell - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Marketing Research Essentials, with SPSS (Paperback)

This book is great, it provides very useful information on marketing. As a college student I would recommend this book to marketing majors.

5.0 out of 5 stars great!, August 23, 2011

By 

snickerdoodle - See all my reviews

Amazon Verified Purchase

This review is from: Marketing Research Essentials, with SPSS (Paperback)

Although it was a far way to reach me this product came much faster than expected and I highly appreciate how fast it got to as well as the fact that they wanted me to sign the deliverance.