Basic Marketing Research: Customer Insights and Managerial Action
by Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill, Churchill, Gilbert A., Jr.
This textbook introduces fundamental concepts in marketing research, guiding readers through data collection and analysis techniques. With Qualtrics integration, it offers practical tools for real-world application. Ideal for business students seeking to master market insights and decision-making processes.
About This Book
Basic Marketing Research by Tom J. Brown, Tracy A. Suter, and Gilbert A. Churchill provides a foundational approach to understanding marketing research principles.
The text covers key methodologies for gathering and analyzing data to inform business decisions.
Includes a printed access card for Qualtrics, enabling hands-on experience with survey tools.
Designed for students in the TEST series, it emphasizes practical skills in market analysis.
Authors bring expertise in marketing education to deliver clear, actionable content.
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