Essentials of Marketing Research

ISBN-10: 0415899281

ISBN-13: 9780415899284

Edition: 3rd 2013 (Revised)

Authors: Robert E. Stevens, David Loudon, Bruce Wrenn, Lawrence Silver

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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 Researchguides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including:Secondary research and data miningInternet marketing researchQualitative and exploratory researchStatistical analysisMarketing research ethicsWith 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.
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Book details

List price: $88.95
Edition: 3rd
Copyright year: 2013
Publisher: Routledge
Publication date: 10/18/2012
Binding: Paperback
Pages: 366
Size: 7.00" wide x 10.00" long x 1.00" tall
Weight: 1.452
Language: English

About the Authors
The Marketing Research Process and Decision Making
Introduction to Marketing Research
Ethics in Marketing Research
Secondary Data and Research Designs
Secondary Data
Research Designs: Exploratory and Qualitative Research
Research Design: Descriptive and Causal Research
Measurement, Data Collection, and Sampling
Primary Data Collection
Designing the Data-gathering Instrument
Sampling Methods and Sample Size
Fielding the Data-gathering Instrument
Data Analysis and Reporting
Analyzing and Interpreting Data for Decisions
Advanced Data Analysis
The Research Report
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