Marketing Research Essentials

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(Paperback)-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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Overall Rating: Star Full

( 1 reviews )

( 1 of 1 found this review helpful ) Posted: Mar 20 2007

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.

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Author:	Carl Jr. McDaniel Roger Gates
Number Of Pages:	480
Category:	Paperback
Brand:	Wiley
Dewey Decimal Number:	658.83
Label:	Wiley
Manufacturer:	Wiley
Product Group:	Book
Publication Date:	2003-05-07
Edition:	4