Marketing Research

Renting vs. Buying This Textbook

Renting is usually cheapest if you only need the book for one term: you return it with a free prepaid label when the term ends. Buying used can beat renting when the sell-back price is high, so compare the sell-back price with the rental price before you decide. An eTextbook arrives instantly but usually expires. Rentals and used copies rarely include working access codes.

Always match the ISBN on your syllabus (9781118074619) before you order; different editions have different ISBNs.

About This Book

"This new edition of Gates and McDaniel's Marketing Research better prepares users how to use marketing research in the real business world with real data, people, and research. The text is enhanced with new coverage of mobile applications, more coverage of data mining and analytics, and coverage of how to use social media such as Facebook and Twitter for marketing research. Co-authors McDaniel and Gates are widely respected in the marketing research community because their product takes a practical and applied approach, as opposed to other products in the market that take a more theoretical approach. Real people are represented by Gates' contribution to the product as he provides insights into the secrets of conducting effective focus groups and questionnaires. The real research used by the authors is drawn from Survey Sampling International (SSI). SSI is the world leader in sampling…