Basic Marketing Research, 9e

Basic Marketing Research: Customer
Insights and Managerial Action, 9th edition, provides an introductory look at
marketing research for undergraduate students, managerially oriented graduate
students, or anyone who wants an appreciation of the marketing research
process. Marketing research can be a complex topic. New types and sources of
data are flowing into the organization at an increasing pace, making the
process of information generation all the more complex. In this environment,
marketing managers need to consider all relevant sources of data, whether the
data already exist or must be collected. As industry trends have changed, we
have attempted to keep our book relevant and engaging. great deal of
attention and resources in industry are shifting to the analysis of the
greatly multiplying sources of data available to firms.