Essentials of Marketing Research
by Joseph Hair, Mary Celsi, Robert Bush, David Ortinau
This textbook introduces the key principles and methods of marketing research, guiding students through research design, data collection, and analysis for effective marketing decisions.
About This Book
Essentials of Marketing Research presents the fundamental concepts and techniques used in marketing research.
The text covers research design, data collection, and analysis methods essential for informed marketing decisions.
Readers learn how to apply research findings to real-world marketing challenges and opportunities.
The book emphasizes practical skills for evaluating and conducting marketing studies.
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