(0) items

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Marketing Research Essentials



by ;
Pub. Date:
John Wiley & Sons Inc
List Price: $132.80

Rent Textbook


Buy Used Textbook

In Stock Usually Ships in 24 Hours.

Buy New Textbook

In Stock Usually Ships in 24 Hours.


More New and Used
from Private Sellers
Starting at $35.00

Questions About This Book?

Why should I rent this book?

Renting is easy, fast, and cheap! Renting from can save you hundreds of dollars compared to the cost of new or used books each semester. At the end of the semester, simply ship the book back to us with a free UPS shipping label! No need to worry about selling it back.

How do rental returns work?

Returning books is as easy as possible. As your rental due date approaches, we will email you several courtesy reminders. When you are ready to return, you can print a free UPS shipping label from our website at any time. Then, just return the book to your UPS driver or any staffed UPS location. You can even use the same box we shipped it in!

What version or edition is this?

This is the 8th edition with a publication date of 9/4/2012.

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
  • The Used copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included.
  • The Rental copy of this book is not guaranteed to include any supplemental materials. You may receive a brand new copy, but typically, only the book itself.
  • The eBook copy of this book is not guaranteed to include any supplemental materials. Typically only the book itself is included.

  • Marketing Research Essentials, 7th Edition
    Marketing Research Essentials, 7th Edition

Customer Reviews

Snoozefest  December 3, 2014

"Covers what you'd expect. Experiment design, demographics, surveying, focus groups and all of the boring aspects of market research. Plus it is super expensive."

Marketing Research Essentials: 3 out of 5 stars based on 1 user reviews.


Marketing Research Essentials gives students an industry perspective to the complexities and rapid developments of the marketing research world. Marketing Research Essentials is the only product in this market co-authored by a full-time marketing research professional. Dr. Roger Gates is a co-founder of DSS Research, a research and consulting firm that does a wide range of marketing research for health care organizations. The authors merge real-life, insider experiences from the industry, quantitative methods, and market research application for use in the classroom. The product encourages students to view marketing research through the eyes of an actual marketing research professional. It illustrates concepts with actual data, real-world case problems, and methods tried and tested in the real world. McDaniel and Gates offer customers the perfect blend of an author team consisting of one academic/teacher and one industry professional.

Table of Contents

Preface xxi

1 The Role of Marketing Research in Management Decision Making 1

2 Problem Defi nition, Exploratory Research, and the Research Process 34

3 Secondary Data and Databases 61

4 Qualitative Research 79

5 Traditional Survey Research 106

6 Online Marketing Research 128

7 Primary Data Collection: Observation 153

8 Primary Data Collection: Experimentation and Test Markets 178

9 The Concept of Measurement and Attitude Scales 206

10 Questionnaire Design 243

11 Basic Sampling Issues 277

12 Sample Size Determination 300

13 Data Processing, Data Analysis, and Statistical Testing 325

14 More Powerful Statistical Methods 364

15 Communicating Results and Managing Marketing Research 393

Endnotes 421

Index 437

Please wait while the item is added to your cart...