In the NEW Seventh Edition of Marketing Research, McDaniel and Gates continue to share their real-life experiences from the industry to teach readers how to use market research to make critical business decisions. This new edition is filled with new and current examples drawn from the authors' ongoing involvement in the field, and continues to provide an engaging and entertaining writing style. The authors take a practical approach to market research and focus on helping readers recognize "good" research from bad research. This text prepares readers how to effectively use market research as managers. This comprehensive text provides a real-world perspective rather than a more academic research point of view. The goal of this book is to teach readers to become effective buyers and users of market research rather than doers of market research.