For courses in global marketing. A conceptual approach and
introduction to the field of marketing research Written with an
emphasis on the practical application of marketing research
methods, Marketing Research teaches the basic fundamental
statistical techniques needed to analyse market data. The 9th
Edition has been updated to offer the most current insights on
forces shaping marketing research, including the widespread
adoption of infographics, a pronounced shift toward mobile
marketing research, and the impact of big data. Additionally, an
updated and integrated case study throughout the text helps
students relate the material to the real world -- and their future
careers.
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