Marketing Research - 9781119716310

Marketing Research

Description

Marketing Research: Using Analytics to Develop Market Insights teaches students how to use market research to inform critical business decisions. Offering a practitioner's perspective, this fully-updated edition covers both marketing research theory and practice to provide students with a comprehensive understanding of the subject. A unique applications-based approach―grounded in the authors' 50 years' combined experience in the marketing research industry―features real data, real people, and real research to prepare students for designing, conducting, analyzing, and integrating marketing research in their future business careers.

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