Edition 3 ed
Publication Date 14 Sep 2011
OverviewMarketing Research 3e is a concise approach to the dynamic field of marketing research. Professor Bryan Lukas, University of Melbourne and Emeritus Professor Ken Miller, University of Technology Sydney, provide a comprehensive and managerially relevant discussion of the key principles in marketing research. The text is packed with real-world examples of industry experience demonstrating the value of marketing research to strategic marketing decision making. This edition is thoroughly updated including two brand new chapters on Information Driven Technology and The Research Process and Making Sense of Qualitative Data. Hair, Lukas & Miller offer students the marketing research tools and skills necessary to solve business decision problems. Students have access to theory, cases, exercises and artwork with well-structured, clear and accessible writing.