The Essentials of Marketing Research

by Bruce Wrenn, Robert E. Stevens, Lawrence Silver

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0415899281
• ISBN13: 9780415899284
• Release Date: November 2012
• Publisher: Routledge
• Length: 366 Pages
• Weight: 1.45 lbs.
• Dimensions: 0.8" x 7.0" x 9.9"