Authors | |
Publisher | Textbook Media Press |
Year | 03/09/2015 |
Edition | Fourth |
Version | eBook: Fixed Page eTextbook (PDF) |
Language | English |
ISBN | 9780996095471 |
Categories |
Identifying and assessing information is a key to a successful marketing strategy. The Essentials of Marketing Research, 4th Edition, 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 • Marketing research ethics • Internet marketing research • Qualitative and exploratory research • Data collection tool design and deployment • Qualitative data analysis • Statistical analysis • Research report preparation 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.
Essentials of Marketing Research