Screen LibraryMarketing research : using analytics to develop market insights /
"Carl McDaniel and Roger Gates have been teaching and writing about marketing research for a number of decades. More importantly, Roger Gates has been on the front lines of conducting marketing research for over forty years. Recently, he sold his company, DSS Research, to a large private equity...
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| Main Authors: | |
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| Group Author: | |
| Published: |
John Wiley & Sons, Inc.,
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| Publisher Address: | Hoboken, NJ : |
| Publication Dates: | [2021] |
| Literature type: | Book |
| Language: | English |
| Edition: | Twelfth edition. |
| Subjects: | |
| Summary: |
"Carl McDaniel and Roger Gates have been teaching and writing about marketing research for a number of decades. More importantly, Roger Gates has been on the front lines of conducting marketing research for over forty years. Recently, he sold his company, DSS Research, to a large private equity firm. DSS Research specializes in health care analytics and research. The company has over 125 full-time employees and 200 part-time workers. This is the only marketing research text co-authored by a full-time market researcher. He fully understands the difference between theory and practice. We are in a major period of transformation in the field of marketing research. New technologies are providing insights for executives like never before. Yet, traditional online and offline qualitative and quantitative research will continue to play a major role in delivering marketing insights. Market researchers, in one recent study, felt that they provide a unique skill set that enables them to understand the customer. This, they claim, gives them the ability to solve business problems using marketing research. New technology will only enhance researchers' abilities."-- |
| Carrier Form: | 1 volume (various pagings) : illustrations (chiefly color) ; 26 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9781119716310 1119716314 |
| Index Number: | HF5415 |
| CLC: | F713.50 |
| Call Number: | F713.50/M134/12th ed. |