The Essentials of Marketing Research

The Essentials of Marketing Research
ISBN-10
041589929X
ISBN-13
9780415899291
Category
Business & Economics
Pages
362
Language
English
Published
2013
Publisher
Routledge
Authors
Bruce Wrenn, David L. Loudon, Robert E. Stevens

Description

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.

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