The Essentials of Marketing Research
- ISBN-10
- 1136593233
- ISBN-13
- 9781136593239
- Category
- Business & Economics
- Pages
- 366
- Language
- English
- Published
- 2012-11-12
- 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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