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 Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including:
- Secondary research and data mining
- Internet marketing research
- Qualitative and exploratory research
- Statistical analysis
- Marketing research ethics
With 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.
- ISBN13 9781136593215
- Publish Date 12 November 2012 (first published 1 January 2012)
- Publish Status Active
- Publish Country GB
- Publisher Taylor & Francis Ltd
- Imprint Routledge
- Edition 3rd New edition
- Format eBook
- Pages 366
- Language English