Exploring Marketing Research + Qualtrics Printed Access Card:

ISBN-10: 1305263529
ISBN-13: 9781305263529
Edition: 11th 2015
List price: $374.95
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Description: EXPLORING MARKETING RESEARCH, 11E, provides a thorough guide to the design, execution, analysis, and reporting of marketing research to support effective business decisions. The text prepares students to approach marketing research from a management  More...

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Book details

List price: $374.95
Edition: 11th
Copyright year: 2015
Publisher: Cengage Learning
Binding: Cloth Text 
Pages: 480
Size: 10.00" wide x 12.00" long x 1.00" tall
Weight: 3.498
Language: English

EXPLORING MARKETING RESEARCH, 11E, provides a thorough guide to the design, execution, analysis, and reporting of marketing research to support effective business decisions. The text prepares students to approach marketing research from a management perspective rather than as hands-on practitioners, providing valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. In addition to updates based on recent trends and technology, the new 11th Edition features an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research.

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