Essentials of Marketing Research

About this book

Essentials of Marketing Research 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. Essentials of Marketing Research gives students a strong command of market research principles while being short enough to use alongside cases or projects.