"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...

"This is a practical and accessible, yet sophisticated introduction to interpretive methods for doing qualitative research projects and dissertations. Bringing together concepts of qualitative research from ethnography, phenomenology, critical discourse analysis, semiotics, literary analysis,...

"This book brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations, focusing on vital concepts such as data validity, triangulation, and reliability"--Provided by publisher.

'This is an essential resource for managers and scholars interested in services marketing. It covers the topic comprehensively and in novel ways. All the luminaries in the field are represented. Buy this book and you will be up to date on the field.' - Valarie Zeithaml, UNC Kenan-Flagler...

The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, while 22 case...