In Marketing Research, 10th Edition, writers Carl McDaniel and Roger Gates share their market experience to instruct pupils how you can make critical business choices through the study of marketing research. Designed for marketing research training courses, the writers' functional, applications-based method attributes Real Data, Real People, as well as Real Research, to prepare students to carry out as well as use marketing research for future professions in organisation. Co-author Roger Gates, President of DSS Research, infuses the message with a professional perspective, helping students learn the best ways to make use of marketing research through an useful discussion of theory and technique.
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