The Essentials of Marketing Research (Paperback, 3rd edition)

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 mining Internet marketing research Qualitative and exploratory research Statistical analysis Marketing research ethics With 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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Release date:	October 2012
First published:	2013
Authors:	Lawrence Silver • Robert E. Stevens • Bruce Wrenn • David L Loudon
Dimensions:	254 x 178 x 20mm (L x W x T)
Format:	Paperback
Pages:	362
Edition:	3rd edition
ISBN-13:	978-0-415-89928-4
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Market research
LSN:	0-415-89928-1
Barcode:	9780415899284

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