Marketing Research Methodological Foundations (with Qualtrics Card)

  • ISBN 13:


  • ISBN 10:


  • Edition: 10th
  • Format: Hardcover
  • Copyright: 10/20/2009
  • Publisher: Cengage Learning
  • Newer Edition

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

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Learn the keys to the six stages of successful marketing research as you study both qualitative and quantitative marketing research techniques in this market-leading book. Recognized as the standard for mastering today's marketing research, Iacobucci/Churchill's MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, shows you how to make each stage of marketing research work for you as you confront actual business challenges. You gain both a strong conceptual and a practical understanding of marketing research as this book examines some of marketing research's most important emerging topics and tools. New Qualtrics research activities introduce you to this popular online survey tool, while proven applications, clear explanations, and timely cases ensure MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, is an ideal learning tool now and an invaluable reference tool for you to use throughout your professional career.

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