TY  - BOOK
AU  - Silver,Lawrence; Stevens ,Robert ; Wrenn ,Bruce ; Loudon ,David
AU  - Stevens,Robert E.
AU  - Wrenn,Bruce
AU  - Loudon,David L.
TI  - The essentials of marketing research 
SN  - 0415899281 (paperback)
PY  - 2013///
CY  - New York
PB  - Routledge
N2  - 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
UR  - http://www.amazon.com/exec/obidos/ASIN/0415899281/chopaconline-20
ER  -