Marketing Research: The Impact of the Internet

by John Wiley & Sons (Brand), Roger H. Gates

Marketing Research provides comprehensive information on both the quantitative methods used in marketing research and the many considerations a manager faces when interpreting and using market research findings. Marketing research hot topics are featured, including competitive intelligence, published secondary data and the Internet, and marketing research suppliers and users. Each chapter helps you explore ethical dilemmas related to the topics discussed, the uses and needs for marketing research across business functions, and how to use the Internet to gather marketing research data in an efficient, cost-effective manner. By focusing on the managerial aspects of marketing research, this book provides you with both the tools to conduct marketing research, as well as those to interpret the results and use them effectively as a manager.

Genres: Psychology

700 pages, Hardcover

First published April 1, 2001

Reviews

[Dale Johnson · Rating 5 out of 5]

Seems to be the standard text for this topic. The statistics section seems accurate but kind of terse. I recommend augmenting with a standard psych-stat text if you want to understand what's going on there. But the rest of the material is perfectly paced and broad coverage introduction to market research. note that the copy I have is 8th Ed. the previous edition. Much has probably been added in the new edition, and there may be a newer one just being released.