Publisher's Synopsis
- In the 12th 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 practitioners perspective, helping students learn how to use marketing research through a practical presentation of both theory and practice
