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The Essentials of Marketing Research
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The Essentials of Marketing Research
$19600
Unit price
/
Unavailable
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.
Book Hero Magic formatted this description to make it easier to read. While it's new and
still learning, it may not be perfect - your
feedback is welcome!
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
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.
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