Publisher's Synopsis
A Dispatch from the Frontlines of Marketing Research!
Packed with the hottest trends, insights, and advances in the field, this trim guide to market research presents a snapshot of the way marketing research is practiced today!
- This book is based on the author's successful Marketing Research: The Impact of the internet, 5/e offering the same real–world, user–oriented focus, cutting–edge coverage, and highly–engaging writing style in a more streamlined format.
- The authors bring a combined 40 years of marketing research experience to this edition: Roger Gates is president of a marketing research firm with over 100 full–time employees and Carl McDaniel is chairman of the marketing department at the University of Texas at Arlington.
- The book discusses some of the ways the internet is affecting marketing research, balanced with more traditional material.
- New Chapter–Opening Vignettes spotlight real companies such as The National Cattleman's Beef Association, Wal–Mart, Fast Company magazine, Bose Corporation, and LaQuinta Inns.
- New Marketing Research War Stories about the trials and tribulations of conducting marketing research engage the reader's attention and help them recall important concepts in the text.
