Marketing Research Essentials - Fifth Edition

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McDaniel and Gates excel in providing a comprehensive view of the marketing research industry, highlighting the latest trends, insights, and practices. This paperback edition, derived from their successful Marketing Research, 6th Edition, maintains a user-oriented, real-world focus while presenting cutting-edge content in a more concise format. The authors, seasoned insiders with over 40 years of experience, offer a practical perspective that sets this text apart from others in the field. Emphasizing the application and analysis of market research results, the book prioritizes understanding over the technicalities of conducting research. Throughout the text, real-world examples and anecdotes illustrate how companies effectively utilize marketing research, enriching the learning experience. New learning tools such as chapter-opening Visual Checklists and chapter-ending Visual Summaries enhance comprehension of the material. Additionally, the inclusion of the student version of SPSS 13, along with new exercises at the end of quantitative chapters, provides hands-on experience. Data sets for the software are accessible on the companion website, further supporting students in applying their knowledge in practical scenarios.