EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research.
- ISBN10 0324320884
- ISBN13 9780324320886
- Publish Date 1 August 2006
- Publish Status Out of Print
- Out of Print 27 May 2015
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western
- Edition 9th Revised edition
- Format Hardcover
- Pages 698
- Language English