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Placing you in the role of manager, the exciting new ESSENTIALS OF MARKETING RESEARCH, 5e, offers concise yet thorough coverage that reflects the latest developments and practices from the field. The text equips you with the essential information you need to skillfully use marketing research in making effective business decisions. It also helps you perform basic, core marketing research tasks. It succinctly addresses the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. Completely up to date, it features an increased emphasis on behavioral tracking, social networking, smart phones, and the resulting impact on marketing research.
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