The Marketing Research: Using Analytics to Develop Market Insights, 12th Edition, (PDF) equips students with the skills to effectively use market research in making key business decisions. This fully updated edition, written from a practitioner’s perspective, combines marketing research theory and practice to provide students with a thorough grasp of the subject. With a unique applications-based approach based on the authors’ 50 years’ combined experience in the marketing research industry, students are exposed to real data, real people, and real research, preparing them for conducting, analyzing, and integrating market research into their future business endeavors.
The twelfth edition of this marketing research coursebook is a staple choice for students, and it has been enhanced to include updated content that is in line with the most recent trends, practices, and research in the field. Win your readers over with a myriad of real-world examples from prominent companies and research firms, like Twitter, ESPN, Ford, and General Motors, which bring the world of marketing research to life. Dive into comprehensive chapters that cover a range of topics, including marketing intelligence, problem definition and exploratory research, big data and data analytics, online and social media marketing research, questionnaire design, statistical testing, and effective management of marketing research studies and teams.
978-1119716310, 978-1119703006, 978-1119713913
NOTE: This sale only consists of the eBook Marketing Research, 12th Edition in a scanned PDF (searchable). No access codes are included.
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