The Essentials of Marketing Research

Name: The Essentials of Marketing Research
Brand: Taylor & Francis
SKU: 9780415899284
Price: 196.0 NZD
Availability: InStock

By Bruce Wrenn and Lawrence Silver and Robert E. Stevens and David L. Loudon

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Summary

The Essentials of Marketing Research serves as a comprehensive guide for students in designing, conducting, and interpreting marketing research. It covers essential topics such as secondary research, data mining, internet marketing research, qualitative and exploratory research methods, statistical analysis, and marketing research ethics. With clear learning objectives, case studies, and a companion website, the book equips students with the tools required to develop and test their research and analytical skills.
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Format: Paperback / softback

$196⁰⁰

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The Essentials of Marketing Research

$196⁰⁰

Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?

This textbook is ideal for students studying marketing, business, management, and related disciplines, offering foundational knowledge and practical skills in 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 provides a comprehensive guide to students in designing, conducting and interpreting marketing research.

Description

Identifying and assessing the ways in which changes in the marketing mix affect consumer behaviour 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.

Book Hero Magic summarised reviews for this book. While it's new and still learning, it may not be perfect - your feedback is welcome! HOW HAS THIS BEEN REVIEWED?

Marketing Research: Text and Cases is praised for guiding students through the research process step-by-step, from conceptualisation to reporting. It effectively summarises key issues in marketing research and is recommended for students in marketing, communications, management, computing science, business administration, and public administration. The handbook includes practical tips and discussion questions, making it a valuable study resource.
- Debbie Keeling, Manchester Business School, UK

Book Details

INFORMATION

ISBN: 9780415899284

Publisher: Taylor & Francis Ltd

Format: Paperback / softback

Date Published: 18 October 2012

Country: United Kingdom

Imprint: Routledge

Edition: 3rd edition

Illustration: 53 Tables, black and white

Audience: Tertiary education, Professional and scholarly

DIMENSIONS

Width: 178.0mm

Height: 254.0mm

Weight: 660g

Pages: 366

Collections

Bruce Wrenn Business & Entrepreneurship David L. Loudon Lawrence Silver Marketing & Sales Non-Fiction Robert E. Stevens

About the Author

Lawrence Silver is Associate Professor of Marketing and Management at the John Massey School of Business, Southeastern Oklahoma State University, USA.

Robert Stevens is the John Massey Endowed Professor of Business at John Massey School of Business, Southeastern Oklahoma State University, USA.

Bruce Wrenn is the Colson Endowed Chair Professor of Marketing at the School of Business Administration, Andrews University, USA.

David Loudon is Professor of Marketing at the Brock School of Business, Samford University, USA.