Essentials of Marketing Research

<p>Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy.</p><p><em>The Essentials of Marketing Research</em> guides the student in designing conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics including:</p><ul> <li>Secondary research and data mining</li> <li>Internet marketing research</li> <li>Qualitative and exploratory research</li> <li>Statistical analysis</li> <li>Marketing research ethics</li> </ul><p>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.</p>