Essentials of Marketing Research: Putting Research Into Practice

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Book Description

Kenneth E. Clow and Karen E. James's exciting new practical guide, Essentials of Marketing Research: Putting Research into Practice, takes a hands-on, applied approach to teaching the fundamental data analysis skills needed to use marketing research results to inform better managerial decisions. Rich examples of modern research practices are drawn deftly from interviews with marketing research professionals and published practitioner studies, and the first section of each chapter describes an actual research study related to the chapter content. Clow and James investigate modern approaches to research, including online and social media methodologies, and modern approaches to statistical data analysis. The authors provide a novel, learn-by-doing approach to understanding data analysis, interpreting data, and applying results to decision-making, with a focus on how to interpret marketing research results and how to use those findings to make effective management decisions.