The Essentials of Marketing Research, Paperback Book

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 miningInternet marketing researchQualitative and exploratory researchStatistical analysisMarketing research ethicsWith 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.

Information

  • Format: Paperback
  • Pages: 366 pages, 53 Tables, black and white
  • Publisher: Taylor & Francis Ltd
  • Publication Date:
  • Category: Market research
  • ISBN: 9780415899284

Other Formats

£62.99

£55.29

 
Free Home Delivery

on all orders

 
Pick up orders

from local bookshops

Also by Lawrence S. Silver