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The Essentials of Marketing Research

Title

The Essentials of Marketing Research

Files

Description

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)

ISBN

9780415899291

Publication Date

2013

Publisher

Routledge

City

New York

Disciplines

Marketing

Comments

3rd edition

First Department

School of Business Administration