Marketing Research (Hardcover, 8th Revised edition)

Real Data, Real People, Real Research.

In the Eight Edition of Marketing Research," " McDaniel and Gates continue to share their real-life experiences from the industry to teach students how to make critical business decisions through the study of market research.

The authors' practical approach and emphasis on being "real" has made this one of the world's leading marketing research texts. Like no other, this text prepares students by introducing "actual" data samples, marketing research "professionals," and "real-world" case problems.

Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, this comprehensive text teaches students how to become effective consumers of market research.