Marketing Research

About this book

For courses in global marketing. This ISBN is for the bound textbook, which students can rent through their bookstore. A conceptual approach and introduction to the field of marketing research. Written with an emphasis on the practical application of marketing research methods, Marketing Research teaches the basic fundamental statistical techniques needed to analyze market data. The 9th Edition has been updated to offer the most current insights on forces shaping marketing research, including the widespread adoption of infographics, a pronounced shift toward mobile marketing research, and the impact of big data. Additionally, an updated and integrated case study throughout the text helps students relate the material to the real world — and their future careers.