The Essentials of Marketing Research 4e
- ISBN-10
- 1891002368
- ISBN-13
- 9781891002366
- Language
- English
- Published
- 2016-10
- Author
- Lawrence Silver
Description
BWPBK 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.
