Marketing Research, now in its fourth edition, provides a methodical
introduction to the basic concepts of marketing research.
Marketing research can be a daunting subject if not taught correctly.
The mere mention of inferential statistics or statistical significance
causes many students to close their minds and develop a mental block
towards the topic. This is largely because most texts spend too little
time teaching students the basic concepts before ploughing into the
analysis of data and associated statistical formulas.
Marketing Research follows a simple layout that is easy to read with
text that is written in understandable, plain English. It will equip
undergraduate marketing students with the skills necessary to plan and
conduct basic marketing research projects in an efficient and effective
manner, in a business world which demands more and more information on
which to base decisions.
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