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Essentials of Marketing Research | Zookal Textbooks | Zookal Textbooks
  • Author(s) Silver; Stevens; Kernek; Wrenn; & Loudon
  • Edition
  • PublishedSeptember 2015
  • PublisherTextbook Media Press
  • ISBN9780996095471

Identifying and assessing information is a key to a successful marketing strategy. The Essentials of Marketing Research, 4th Edition, 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 • Marketing research ethics • Internet marketing research • Qualitative and exploratory research • Data collection tool design and deployment • Qualitative data analysis • Statistical analysis • Research report preparation 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.

Essentials of Marketing Research

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  • Author(s) Silver; Stevens; Kernek; Wrenn; & Loudon
  • Edition
  • PublishedSeptember 2015
  • PublisherTextbook Media Press
  • ISBN9780996095471

Identifying and assessing information is a key to a successful marketing strategy. The Essentials of Marketing Research, 4th Edition, 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 • Marketing research ethics • Internet marketing research • Qualitative and exploratory research • Data collection tool design and deployment • Qualitative data analysis • Statistical analysis • Research report preparation 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.

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