Description
Routledge Essentials Of Marketing Research 3Rd Edition by Lawrence Silver and Robert E Stevens and Bruce Wrenn and David L Loudon
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.