Marketing Research Essentials

In the eighth edition of Marketing Research, McDaniel and Gates continue to share their industry experience to teach students how to make critical business decisions through the study of market research. 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.

Co-author Roger Gates, President of DSS Research, infuses the text with a practitioner's perspective, helping students learn how to use marketing research through a practical presentation of both theory and practice.


New to this edition:

NEW Wiley Marketing Research Video Series: interviews with key personnel at leading market research companies illustrate how they apply the major concepts of marketing research to their business.

NEW Real Life Research Cases: featured in every chapter, cases on Teens and Mobile Phones, Stovetops and Laptops, the Changing Face of Motherhood, and The Carter Regional Blood Center offer current and relevant topics to underscore market research concepts.

NEW Content on Current Topics: Includes coverage of social media and user-generated content, online tracking firms, behavioral targeting and privacy battles, and Facebook as a survey research platform.