Essentials of Marketing Research

Putting Research Into Practice

Business & Finance, Marketing & Sales, Research
Cover of the book Essentials of Marketing Research by Professor Kenneth E. Clow, Professor Karen E. James, SAGE Publications
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Author: Professor Kenneth E. Clow, Professor Karen E. James ISBN: 9781483315621
Publisher: SAGE Publications Publication: January 9, 2013
Imprint: SAGE Publications, Inc Language: English
Author: Professor Kenneth E. Clow, Professor Karen E. James
ISBN: 9781483315621
Publisher: SAGE Publications
Publication: January 9, 2013
Imprint: SAGE Publications, Inc
Language: English

Essentials of Marketing Research: Putting Research into Practice, an exciting new practical guide by Kenneth E. Clow and Karen E. James offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies. Clow and James explore the latest research techniques, including social media and other online methodologies, and they examine current statistical methods of analyzing data. With emphasis on how to interpret marketing research results and how to use those findings to make effective management decisions, the authors offer a unique learning-by-doing approach to understanding data analysis, interpreting data, and applying results to decision-making.  

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Essentials of Marketing Research: Putting Research into Practice, an exciting new practical guide by Kenneth E. Clow and Karen E. James offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies. Clow and James explore the latest research techniques, including social media and other online methodologies, and they examine current statistical methods of analyzing data. With emphasis on how to interpret marketing research results and how to use those findings to make effective management decisions, the authors offer a unique learning-by-doing approach to understanding data analysis, interpreting data, and applying results to decision-making.  

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