The Essentials of Marketing Research
Robert E Stevens author David L Loudon author Bruce Wrenn author Lawrence Silver author
Format:Paperback
Publisher:Taylor & Francis Ltd
Published:18th Oct '12
Currently unavailable, and unfortunately no date known when it will be back
This paperback is available in another edition too:
- Hardback£165.00(9780415899291)
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.
"Marketing Research: Text and Cases provides students of marketing and communications with an essential handbook that summarises the main issues in each topic, including addressing business and management problems, secondary and primary data collection and data analysis. The reader is guided through the whole research process step-by-step from conceptualisation to report writing, supported by tips and discussion questions... Students studying management, computing science, business administration and public administration will also find this book an invaluable addition to support their studies." - Debbie Keeling, Manchester Business School, UK
ISBN: 9780415899284
Dimensions: unknown
Weight: 660g
366 pages
3rd edition