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ISBN-13 9781118280034ISBN-10 1118280032
ISBN-10 1-118-07461-0ISBN-13 978-1-118-07461-9
Author(s): McDaniel Jr. , Carl ; Gates, Roger
Publisher: John Wiley & Sons
Copyright year: © 2012 Pages: 736

In the Ninth 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 perspective, helping students learn how to use marketing research through a practical presentation of theory and practice.