ISBN: 0073381020 9780073381022

Category: Business & Economics / Marketing / Research

Page count: 382

<i>Essentials of Marketing Research</i> concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. <i>Essentials of Marketing Research</i> gives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.