In Brown/Suter/Churchill's BASIC MARKETING RESEARCH, 10th Edition,
you will learn how to convert marketplace data into actionable
marketing information using the two dominant approaches, behavioral
data that exists and customer insights gathered for a specific
purpose, and how interactions in the research process give managers
and researchers confidence in the result. BASIC MARKETING
RESEARCH's easy-to-read writing style helps you see the research
process from the perspectives of researchers who gather information
and marketing managers who use it and helps you apply your market
research skills in experiential learning activities.
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