The Essentials of Marketing Research, 4th ed.
Identifying and assessing information is a key to a successful marketing strategy. The Essentials of Marketing Research, 4th Edition, 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 • Marketing research ethics • Internet marketing research • Qualitative and exploratory research • Data collection tool design and deployment • Qualitative data analysis • Statistical analysis • Research report preparation 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)
Textbook Media Press
St. Paul, Minnesota
School of Business Administration
Silver, Lawrence; Stevens, Robert; Kernek, Courtney; Wrenn, Bruce; and Loudon, David, "The Essentials of Marketing Research, 4th ed." (2016). All Books. 15.