Essentials of Marketing Research

1st Edition

Putting Research Into Practice

Kenneth E. Clow; Karen E. James
eISBN-13: 9781483315621

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Essentials of Marketing Research: Putting Research into Practice, an exciting new practical guide by Kenneth E. Clow and Karen E. James offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies. Clow and James explore the latest research techniques, including social media and other online methodologies, and they examine current statistical methods of analyzing data. With emphasis on how to interpret marketing research results and how to use those findings to make effective management decisions, the authors offer a unique learning-by-doing approach to understanding data analysis, interpreting data, and applying results to decision-making.

Sold By SAGE Publications
ISBNs 9781412991308, 9781412991308, 9781412991308, 9781483315621, 9781452299624, 1483315622
Language English
Number of Pages 520
Edition 1st