The Essentials of Marketing Research
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.These databases contain information gleaned from customer Web site visits, warranty cards, calls to toll free numbers, retail purchases, credit card usage, car registration information, home mortgage information, and thousands of otheranbsp;...
| Title | : | The Essentials of Marketing Research |
| Author | : | Lawrence S. Silver, Robert E. Stevens, Bruce.. Wrenn, David Loudon |
| Publisher | : | Routledge - 2013 |
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