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.