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The essentials of marketing research Lawrence Silver, Robert E. Stevens, Bruce Wrenn, David L. Loudon.

By: Contributor(s): Material type: TextTextPublication details: New York Routledge, 2013.Edition: 3rd edDescription: 362 pISBN:
  • 0415899281 (paperback)
  • 9780415899284 (paperback)
Online resources: Summary: 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.
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Item type Current library Collection Call number Status Barcode
Book Book Air University Central Library Islamabad NFIC 658.3 S5871T (Browse shelf(Opens below)) Available P10499

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.

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