Essentials of Marketing Research (MCGRAW HILL/IRWIN SERIES IN MARKETING)

ESSENTIALS OF MARKETING RESEARCH is aimed at the undergraduate introductory marketing research course. It has been designed to teach students to be good managers of marketing research rather than focusing on statistical techniques and analyzing data. ESSENTIALS OF MARKETING RESEARCH is for students who will become users of research rather than research practitioners, presenting topics with an emphasis on pedagogical support and patient explanations of topics.