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.
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.
This short textbook provides students with a concise yet comprehensive overview of the fundamentals of marketing research.Mapped closely to the structure of a typical Marketing Research module, the...
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