Essentials of Marketing Research: 2nd Edition

Author: Qikemangde
Publisher:
Publish Date: 2004-02-01
Features: When students first encounter the topic of marketing research, they should have a comprehensive understanding of the full scope of marketing research activities in businesses and other organizations. This book is written under the assumption that few students will truly understand the process of marketing research if they are asked to study an extensive technical manual upon their first exposure to the material, which is filled with advanced statistical techniques and abstract research designs. In the 21st century, online marketing research has moved from the introduction stage of the new product life cycle to the development stage. Technological advancements in the internet and social communication have had and will continue to have a significant impact on the future of marketing research. Essentials of Marketing Research (2nd Edition) inherits the traditional focus on long-established research methods of the first edition while incorporating a substantial amount of online research content. The "Explore the Internet" sections in each chapter integrate fundamental concepts of marketing research with emerging online resources, helping readers conduct effective marketing research. The book's organizational structure follows the logic of the marketing research process, starting with an exploration of the scope of marketing research and providing an overview of problem identification and the entire marketing research process. This book is suitable for marketing students and faculty, MBA students, and senior business executives.