The Essentials of Marketing Research

Business & Finance, Economics, Statistics, Marketing & Sales, Research, Consumer Behaviour
Cover of the book The Essentials of Marketing Research by Robert E. Stevens, Bruce Wrenn, David L. Loudon, Lawrence Silver, Taylor and Francis
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Author: Robert E. Stevens, Bruce Wrenn, David L. Loudon, Lawrence Silver ISBN: 9781136593239
Publisher: Taylor and Francis Publication: November 12, 2012
Imprint: Routledge Language: English
Author: Robert E. Stevens, Bruce Wrenn, David L. Loudon, Lawrence Silver
ISBN: 9781136593239
Publisher: Taylor and Francis
Publication: November 12, 2012
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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:

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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