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Essentials of Marketing Research + Qualtrics Printed Access Card:

ISBN-10: 1305263472
ISBN-13: 9781305263475
Edition: 2015
List price: $263.95 Buy it from $103.47
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Description: ESSENTIALS OF MARKETING RESEARCH, 6E, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. Covering essential principles and techniques in a streamlined,  More...

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Book details

List price: $263.95
Copyright year: 2015
Publisher: Cengage Learning
Binding: Paperback
Pages: 480
Size: 8.75" wide x 11.00" long x 0.75" tall
Weight: 2.684
Language: English

ESSENTIALS OF MARKETING RESEARCH, 6E, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. Covering essential principles and techniques in a streamlined, engaging way, the text equips readers with the core knowledge and skills needed to manage marketing research effectively. This proven text provides valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, basic data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. Designed specifically for readers who prefer a concise introduction to marketing research topics, the Sixth Edition of this trusted text features updates based on recent trends and technology, including an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research.

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