Essentials of Marketing Research 4e

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.