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The Essentials of Marketing Research

ISBN: 9780415899284 | 0415899281
Edition: 3rd
Format: Nonspecific Binding
Publisher: Routledge
Pub. Date: 10/18/2012

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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 Researchguides 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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