Basic Marketing Research

Book Description
This best-selling introductory marketing research text has undergone a complete transition in the fifth edition, making it completely accessible to students while still retaining one of it's greatest features- it's level of relevant and important information. Take a look at this revised text and you'll see how we combined a true managerial and decision-making emphasis, with the most thorough explanation of what marketing research is, and how marketing research is done. This text will give your students a complete understanding of the modern practice of marketing research from the formulation of a question to the presentation of the results.


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This undergraduate textbook walks through the process of formulating a research problem, determining the research design and data collection method, designing data collection forms, analyzing the data, and preparing the research report. The fifth edition adds a section on online panel research conducting via the internet and 11 case studies. Annotation ©2003 Book News, Inc., Portland, OR


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