Essentials of Marketing Research
by David J. Ortinau, Dana E. Harrison, Joseph F. Hair
Essentials of Marketing Research offers a focused introduction to the principles and practices of marketing research. Designed for readers building foundational knowledge, it explains how research contributes to understanding markets, customers, and marketing decisions. A practical starting point for students and professionals exploring the discipline.
About This Book
Essentials of Marketing Research provides an introduction to the field of marketing research.
The book focuses on foundational concepts and practices that help readers understand how research supports marketing decisions.
It is suited to learners and professionals seeking a clear starting point for studying marketing research.
Authors David J. Ortinau, Dana E. Harrison, and Joseph F. Hair present the subject as an essential component of modern marketing.
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