A thorough presentation of the use, types, and applications of experiments in marketing research. The presentation shows that experiment research can benefit ma
Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing
This book gives students, practitioners, and managers a set of practical and valuable tools for designing and analyzing experiments, emphasizing applications in
Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.
As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date marke
