Marketing Research

, by ;
Marketing Research by McDaniel, Carl; Gates, Roger, 9781119716310
Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
  • ISBN: 9781119716310 | 1119716314
  • Cover: Paperback
  • Copyright: 11/10/2020

  • Rent


    *This item is part of an exclusive publisher rental program and requires an additional convenience fee. This fee will be reflected in the shopping cart.
  • Buy Used

    In Stock Usually Ships in 24 Hours.

  • Buy New

    Currently Available, Usually Ships in 24-48 Hours

  • eBook

    eTextBook from VitalSource Icon

    Available Instantly

    Online: 150 Days

    Downloadable: 150 Days


Marketing Research: Using Analytics to Develop Market Insights teaches students how to use market research to inform critical business decisions. Offering a practitioner's perspective, thisfully-updated edition covers both marketing research theory and practice to provide students with a comprehensive understanding of the subject. A unique applications-based approach—grounded in the authors' 50 years' combined experience in the marketing research industry—features real data, real people, and real research to prepare students for designing, conducting, analyzing, and integrating marketing research in their future business careers.

Already a standard text in marketing research courses, the twelfth edition contains thoroughly revised content that reflects the latest trends, practices, and research in the field. Numerous examples of companies and research firms, such as Twitter, ESPN, Ford, and General Motors, are featured throughout the text to illustrate how marketing research is gathered and used in the real world. Detailed yet accessible chapters examine topics including marketing intelligence, problem definition and exploratory research, big data and data analytics, online and social media marketing research, questionnaire design, statistical testing, and managing marketing research studies and teams.

Loading Icon

Please wait while the item is added to your bag...
Continue Shopping Button
Checkout Button
Loading Icon
Continue Shopping Button