The Essentials of Marketing Research Paperback / softback
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.
- Format: Paperback / softback
- Pages: 366 pages, 53 Tables, black and white
- Publisher: Taylor & Francis Ltd
- Publication Date: 18/10/2012
- Category: Market research
- ISBN: 9780415899284
- Hardback from £110.69