9780415899284

The Essentials of Marketing Research

  • ISBN 13:

    9780415899284

  • ISBN 10:

    0415899281

  • Edition: 3rd
  • Format: Nonspecific Binding
  • Copyright: 10/18/2012
  • Publisher: Routledge

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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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