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The Essentials of Marketing Research
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Description
Description| Publisher | Taylor & Francis |
| Author(s) | Lawrence Silver / Robert E. Stevens / Bruce Wrenn / David L. Loudon |
| Edition | 3 |
| Published | 18th October 2012 |
| Related course codes |
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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