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Marketing Research (Old Edition)

Marketing Research (Old Edition)

Product Specifications
Language English
Binding Paperback
Publisher Pearson
Description Marketing research is an integral part of marketing. It helpscompanies stay competitive and avoid the high costs of poordecisions based on unsound information. This book helps readers tomaster the skills of marketing research, from assessing informationneeds to providing management with relevant, accurate, reliable,valid and current information, and aiding marketing decision-makingin the most effective way. The research process described in thetext is not limited to marketing, but applies to any area ofmanagement. This book also provides students with the mostextensive help available to learn SPSS and SAS. Real Research features are real company vignettes that profile a wide range of businesses, big and small Decision Research scenarios present a real-life marketing situation and ask the student to assume the role of a consultant and to recommend appropriate marketing research and management decisions. Active Research features are short, integrated, and manager-oriented exe ... See more
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