The Essentials of Marketing Research
Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy.
The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including:
- Secondary research and data mining
- Internet marketing research
- Qualitative and exploratory research
- Statistical analysis
- Marketing research ethics
With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills. (Publisher)
School of Business Administration
Silver, Lawrence; Stevens, Robert; Wrenn, W. Bruce; and Loudon, David, "The Essentials of Marketing Research" (2013). All Books. 13.