ESSENTIALS OF MARKETING RESEARCH, provides a concise, yet complete
guide to the design, execution, analysis, and reporting of
marketing research to support smart business decisions. This proven
resource provides valuable business context while introducing both
traditional research methods, such as designing questionnaires, and
the latest technological advances, including current data
collection devices, basic data analysis tools, practical approaches
to data analytics, and the impact of social media and artifactual
online data.
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