Taking a refreshingly non-technical approach,this textbook gives students a concise overview of the marketing research process.
This text equips students with the skills needed to interpret research and use their findings to effect meaningful change. Keeping digital data and internet research at its heart, itdetails the main stages of the research process, covering both quantitative and qualitative methods. A plethora of case studies and examples helps students grasp the practical applications of theory.
Online Resources
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Testbank
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Answers to Case Histories questions
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