The Essentials of Marketing Research

The Essentials of marketing research 4e guides students 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, statistical analysis. research report preparation. With learning objectives at the beginning of each chapter, a host of cases, and with free SPSS file available for download at the publisher's companion website, this book offers a range of tools to help students develop and test their research and analysis skills.