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 0324788444
- ISBN13 9780324788440
- Publish Date 1 March 2009
- Publish Status Out of Print
- Out of Print 16 June 2021
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western
- Edition 10th ed.
- Format Hardcover
- Pages 736
- Language English