The Essentials of Marketing Research
4th edition SILVER, STEVENS, KERNEK, WRENN, LOUDON
Identifying and assessing information is a key to a successful marketing strategy. This textbook guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics. With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.