The Essentials of Marketing Research
Author:   Lawrence S Silver (Southeastern Oklahoma State University, USA) ,  Robert E Stevens (Southeastern Oklahoma State University, USA) ,  Bruce Wrenn, Ph.D. (Andrews University, USA) ,  David L Loudon (Samford University, USA)
Publisher:   Routledge
Edition:   3rd
ISBN:  

9781283841672


Pages:   365
Publication Date:   01 January 2012
Format:   Electronic book text
Availability:   Available To Order   Availability explained
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The Essentials of Marketing Research


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Overview

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.

Full Product Details

Author:   Lawrence S Silver (Southeastern Oklahoma State University, USA) ,  Robert E Stevens (Southeastern Oklahoma State University, USA) ,  Bruce Wrenn, Ph.D. (Andrews University, USA) ,  David L Loudon (Samford University, USA)
Publisher:   Routledge
Imprint:   Routledge
Edition:   3rd
ISBN:  

9781283841672


ISBN 10:   1283841673
Pages:   365
Publication Date:   01 January 2012
Audience:   General/trade ,  General
Format:   Electronic book text
Publisher's Status:   Active
Availability:   Available To Order   Availability explained
We have confirmation that this item is in stock with the supplier. It will be ordered in for you and dispatched immediately.

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