The Essentials of Marketing Research
| By: | Lawrence Silver; Robert E. Stevens; Bruce Wrenn; David L. Loudon |
| Publisher: | Taylor & Francis |
| Print ISBN: | 9780415899291 |
| eText ISBN: | 9781136593239 |
| Edition: | 3 |
| Copyright: | 2013 |
| Format: | Reflowable |
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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 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.