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The Essentials of Marketing Research - Lawrence S. Silver

Hardcover Published: 18th October 2012
ISBN: 9780415899291
Number Of Pages: 366

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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.

Industry Reviews

"Marketing Research: Text and Cases provides students of marketing and communications with an essential handbook that summarises the main issues in each topic, including addressing business and management problems, secondary and primary data collection and data analysis. The reader is guided through the whole research process step-by-step from conceptualisation to report writing, supported by tips and discussion questions... Students studying management, computing science, business administration and public administration will also find this book an invaluable addition to support their studies." - Debbie Keeling, Manchester Business School, UK

The Marketing Process and Decision Making
Introduction to Marketing Research
Ethics in Marketing Research
Secondary Data and Research Designs
Secondary Data
Research Designs: Exploratory and Qualitative Research
Research Designs: Descriptive and Causal Research
Measurement, Data Collection and Sampling
Primary Data Collection
Designing the Data-Gathering Instrument
Sampling Methods and Sample Size
Fielding the Data-Gathering Instrument
Data Analysis and Reporting
Analyzing and Interpreting Data for Decisions
Advanced Data Analysis
The Research Report
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780415899291
ISBN-10: 041589929X
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 366
Published: 18th October 2012
Publisher: Taylor & Francis Ltd
Country of Publication: GB
Dimensions (cm): 25.4 x 17.78  x 2.54
Weight (kg): 0.84
Edition Number: 3
Edition Type: New edition

Earn 428 Qantas Points
on this Book