Marketing Research, 10th Edition eBook

Marketing Research offers a conceptual introduction to marketing research. It presents basic statistical techniques for analyzing market data, while equipping you with relevant job skills. Emphasizing practical applications, the authors explore global forces shaping marketing research today, including technological and philosophical influences such as AI and big data. The 10th Edition was condensed to focus on the most essential tools and concepts. It adds XL Data Analyst, Excel-based analysis available to you at no added cost. A new Homespread Restaurant case study with an integrated dataset connects concepts across chapters while letting you participate in a complete marketing research project.