The Essentials of Marketing Research

3rd Edition

Lawrence Silver, Robert E. Stevens, Bruce Wrenn, David L. Loudon

Routledge
Published October 18, 2012
Textbook - 366 Pages
ISBN 9780415899284 - CAT# Y122039

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Summary

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.

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