Placing readers in the role of manager, ESSENTIALS OF MARKETING RESEARCH, 5E, International Edition offers concise yet thorough coverage that helps readers use marketing research to make effective business decisions. Readers also learn to perform basic, core marketing research tasks. The book succinctly addresses the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. Reflecting the latest developments from the field, the Fifth Edition also features an increased emphasis on behavioral tracking, social networking, smart phones, and the resulting impact on marketing research.
- ISBN13 9781133273431
- Publish Date 24 April 2012
- Publish Status Active
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western College Publishing
- Edition 5th edition
- Pages 480
- Language English