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The Essentials of Marketing Research

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The Essentials of Marketing Research

Course Codes : MKTG6202
ISBN : 9780415899284
Publisher : Routledge
Author(s) :
Publication Date :
Edition : 3 Rev ed
Overview 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.

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