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.
- ISBN13 9781305263529
- Publish Date 3 April 2015
- Publish Status Active
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint CENGAGE Learning Custom Publishing
- Edition 11th edition
- Pages 656
- Language English