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Book
The Essentials of Marketing Research
All Books
  • Lawrence Silver, Southeastern Oklahoma State University
  • Robert Stevens, Southeastern Oklahoma State University
  • W. Bruce Wrenn, Andrews University
  • David Loudon, Samford University
Description
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. (Publisher)
ISBN
9780415899291
Publication Date
1-1-2013
Publisher
Routledge
Disciplines
Comments

3rd edition

First Department
School of Business Administration
Citation Information
Lawrence Silver, Robert Stevens, W. Bruce Wrenn and David Loudon. The Essentials of Marketing Research. New York(2013)
Available at: http://works.bepress.com/wbruce_wrenn/13/