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
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