In addition, this edition places more emphasis on ethical and international issues relating to marketing research.. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs EAN: 9780324320886 Related Items
Should I buy the Exploring Marketing Research?
Excellent General Marketing Research Text
I am an MBA/Graduate Marketing Research adjunct professor at Lindenwood University in St. Louis, MO and I am currently using this text for my class. The students find it very accessible, even for non-researchers, and easy to read. I find that it flows very well and makes good use of real-world examples. The only criticism is that there could be even more real-world cases and examples and some interactive projects that could better allow students to have a more hands-on learning experience. This text is very good overall, but I am needing to supplement the class with some outside real-world projects.
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