Program Objectives.
Upon completion of this program, students will acquire professional in-demand skills and will be able to:

• Apply the scientific method to marketing problems.
• Define marketing problems in researchable and empirical terms.
• Develop research designs for data gathering.
• Be able to develop and critically evaluate a data questionnaire.
• Design and implement a marketing research project to fit the needs of a global business.

Marketing Research
by Carl McDaniel, Jr. and Roger Gates
Wiley
10th edition

About the authors
Carl McDaniel, Jr. is Professor and Chairman of the Department of Marketing at the University of Texas, Arlington. He is the author of over twenty textbooks. In the spring of 1995, he served as a senior consultant to the International Trade Centre in Geneva, Switzerland. Dr. McDaniel was named a Distinguished Fellow of the Southwestern Marketing Association in 1992.
Dr. Roger Gates is the co-founder of DSS, incorporated in 1982. DSS Research is a research and consulting firm that does a wide range of marketing research for health care organizations. Dr. Gates holds Ph.D. degrees from the University of Florida and held faculty positions at the University of Florida and the University of Texas at Arlington.

About the Publisher
Wiley is an American multinational publishing company that focuses on academic publishing and instructional materials. They develop resources for a wide range of students, instructors, and professionals. Wiley actively builds the bridge between education and career application. The company produces books in print and electronically, as well as online products and services.