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The Essentials of Marketing Research
Contributor(s): Silver, Lawrence (Author), Stevens, Robert E. (Author), Wrenn, Bruce (Author)
ISBN: 0415899281     ISBN-13: 9780415899284
Publisher: Routledge
OUR PRICE:   $95.00  
Product Type: Paperback - Other Formats
Published: October 2012
Qty:
Additional Information
BISAC Categories:
- Business & Economics | Consumer Behavior - General
- Business & Economics | Marketing - Research
- Business & Economics | Statistics
Dewey: 658.83
LCCN: 2012016995
Physical Information: 0.8" H x 7" W x 9.9" (1.35 lbs) 366 pages
 
Descriptions, Reviews, Etc.
Publisher 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.