Absolute Essentials of Marketing Research

This short textbook provides students with a concise yet comprehensive overview of the fundamentals of Marketing Research. Mapped closely to the structure of a typical Marketing Research module, the book takes the student through the full process, from developing the hypothesis and setting the research question, to developing and conducting the research, and finally to analysing the data and making recommendations. Each chapter starts with an essential summary and ends with discussion questions that can be used as a teaching resource. Worksheets are also provided as a supplementary resource, which can be used to build a marketing research plan. Focused in on the core aspects of the subject, this is a perfect complement to the larger texts available, suitable for any undergraduate or postgraduate Marketing Research module--

Author: Bonita M. Kolb

Publisher: Routledge

Publication Date: Oct 07, 2024

Number of Pages: NA pages

Language: English

Binding: Paperback

ISBN-10: 0367760347

ISBN-13: 9780367760342