Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics.
New to This Edition Chapters have been significantly updated with newer and more recent business examples, and industry statistics Focuses on the current trends in marketing intelligence.
Whatever your background, this book will help you become a better researcher and help your research come alive for others.
Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline.
This volume serves up a combination of broad questions, theoretical approaches, and manifold case studies to explore how people have sought to understand markets and thereby reduce risk, whether they have approached this challenge with a ...
This book presents the most important and practically relevant quantitative models for marketing research.
The text familiarizes students with foundational knowledge and skills, features ample practical examples and anecdotes, and is steeped and grounded in academic rigor.
This book is a complete introduction to the power of R for marketing research practitioners.
Arthur C. Doyle, owner of Professional Home Inspection (PHI), found himself rather depressed. The community where he lived and operated his business had experienced a huge surge in existing home sales during the past five years, ...
Open the book and find: How marketing research can (and can't) help you Questions to ask when gathering data Strategies for analyzing results When to call in outside expertise The strengths and weaknesses of surveys Tips for avoiding errors ...