The Essentials of Marketing Research, 4th ed.

Authors

Lawrence Silver, Southeastern Oklahoma State University
Robert Stevens, Southeastern Oklahoma State University
Courtney Kernek, Southeastern Oklahoma State University
Bruce Wrenn, Andrews UniversityFollow
David Loudon, Samford University

Files

Description

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)

ISBN

9780996095471

Publication Date

2016

Publisher

Textbook Media Press

City

St. Paul, Minnesota

Disciplines

Marketing

First Department

School of Business Administration

Recommended Citation

Silver, Lawrence; Stevens, Robert; Kernek, Courtney; Wrenn, Bruce; and Loudon, David, "The Essentials of Marketing Research, 4th ed." (2016). All Books. 15.
https://digitalcommons.andrews.edu/books/15