2014 ISBN 9781133188544Edition
Published: 2013 by
Cengage Learning US
Available for purchase on CengageBrain.com
Available formats and resources for instructors
Basic Marketing Research (Print)
BASIC MARKETING RESEARCH is the best-selling introductory marketing research text because it is accessible to students while maintaining its level of coverage. BASIC MARKETING RESEARCH provides a framework for the choices and decisions that must be made by managers-an important aspect of marketing research-because decisions made in one stage of the process have consequences for other stages. Managers and marketing researchers need to appreciate the interactions among the parts of the research process so they can have confidence in a particular research result. This edition provides readers with an overview of the information gathering function from the perspective of the researchers who gather the information and the marketing managers who use it.
eBook: Basic Marketing Research
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