This new edition of Gates and McDaniel's Marketing Researchbetter prepares users how to use marketing research in the realbusiness world with real data, people, and research. The text isenhanced with new coverage of mobile applications, more coverage ofdata mining and analytics, and coverage of how to use social mediasuch as Facebook and Twitter for marketing research.
Co-authors McDaniel and Gates are widely respected in themarketing research community because their product takes apractical and applied approach, as opposed to other products in themarket that take a more theoretical approach. Real people arerepresented by Gates' contribution to the product as he providesinsights into the secrets of conducting effective focus groups andquestionnaires. The real research used by the authors is drawn fromSurvey Sampling International (SSI). SSI is the world leader insampling solutions.