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Practical Marketing Research - Deal, Ken; Levitin, Jordan A; Chakrapani, Chuck
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Practical Marketing Research is a research, insights and analytics textbook for students and a handy reference for practitioners and clients. It is designed to give you access to the essential knowledge and skills needed to: design and execute marketing research projects, analyze the results and communicate the findings using a highly structured, step-by-step methodology illustrated by numerous practical, real-life examples. This book will teach you how to employ the tools and techniques used by marketing research professionals today. Practical Marketing Research is written by three…mehr

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Produktbeschreibung
Practical Marketing Research is a research, insights and analytics textbook for students and a handy reference for practitioners and clients. It is designed to give you access to the essential knowledge and skills needed to: design and execute marketing research projects, analyze the results and communicate the findings using a highly structured, step-by-step methodology illustrated by numerous practical, real-life examples. This book will teach you how to employ the tools and techniques used by marketing research professionals today. Practical Marketing Research is written by three experienced, active marketing researchers. Ken Deal, professor emeritus of marketing at the DeGroote School of Business, Jordan A. Levitin, Senior Vice-President with Illumina Research Partners, and Chuck Chakrapani, president of Leger Analytics and Distinguished Visiting Professor at the Rogers School of Management. Their blend of theoretical expertise and practical knowledge makes this book unique in the field of marketing research.