Marketing Research: Methodological Foundations

Marketing Research: Methodological Foundations by Iacobucci, Dawn. hardcover edition. ISBN: 9781439081013.

Learn the keys to the six stages of successful marketing research as you study both qualitative and quantitative marketing research techniques in this market-leading book. Recognized as the standard for mastering todays marketing research, Iacobucci/Churchills MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, shows you how to make each stage of marketing research work for you as you confront actual business challenges. You gain both a strong conceptual and a practical understanding of marketing research as this book examines some of marketing researchs most important emerging topics and tools. New Qualtrics? research activities introduce you to this popular online survey tool, while proven applications, clear explanations, and timely cases ensure MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, is an ideal learning tool now and an invaluable reference tool for you to use throughout your professional career.