MarketingResearch:TheFundamentals
TheEighthEditionofMarketingResearchcontinuestoprovidestudentswitha“nutsandbolts”introductiontothefieldofmarketingresearch.Intendedforstudentswithnopriorbackgroundinmarketingresearch,thebookteachesthebasicfundamentalstatisticalmodelsneededtoanalyzemarketdata.
Thisneweditionhasbeencondensedandreorganizedforamorestreamlinedapproach.Anintegratedcasestudythroughoutthetexthelpsstudentsrelatethematerialtotherealworld--andtheirfuturecareers.Allinformationhasbeenupdatedtoofferthemostcurrentinsightsonforcesshapingmarketingresearch,suchastheimpactofsocialmediaandmobiletechnologies.
MARKETINGRESEARCH GE RESEARCH MARKETING
