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In Marketing Research, 11th Edition, authors Carl McDaniel & Roger Gates share their industry experience to teach students how to make critical business decisions through the study of market research. Designed for marketing research courses, the authors’ practical, applications-based approach features Real Data, Real People, and Real Research, to prepare students to conduct and use market research for future careers in business. Marketing Research, 11th Edition features new trends, features and cases throughought, with updated chapters featuring new examples of companies and research firms, from Ilycaffe, the famous Italian coffee brand, Twitter, ESPN, Ford and General Motors. Co-author Roger Gates, President of DSS Research, infuses the text with a practitioner perspective, helping students learn how to use marketing research through a practical presentation of theory and practice.
Marketing Research 11th Edition by Carl McDaniel Jr., Roger Gates and Publisher Wiley. Save up to 80% by choosing the eTextbook option for ISBN: 9781119392026, 1119392020. The print version of this textbook is ISBN: 9781119392019, 1119392012.