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 analysis Marketing research ethics 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.Lawrence Silver, DBA, is an associate professor of marketing at Southeastern Oklahoma State University. ... Dr. Silver serves on the editorial boards of Health Marketing Quarterly and Services Marketing Quarterly and is the director of the MBAanbsp;...
|Title||:||The Essentials of Marketing Research|
|Author||:||Lawrence S. Silver, Robert E. Stevens, Bruce.. Wrenn, David Loudon|
|Publisher||:||Routledge - 2013|