Basic Marketing Research
by Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill
Basic Marketing Research offers a foundation in the concepts, methods, and applications of marketing research. It explains how market information supports business decision-making and provides an accessible starting point for students and readers developing practical knowledge of the field.
About This Book
Basic Marketing Research introduces the fundamental concepts and practices used to study markets, customers, and business decisions.
The book provides a foundation for understanding how marketing research is planned and conducted.
Readers are introduced to the role of information in evaluating marketing opportunities and supporting informed decisions.
Suitable for students and others seeking a clear grounding in marketing research.
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