Published by Pearson (July 23, 2021) © 2022
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For undergraduate Marketing Research courses.
A concise presentation of marketing research fundamentals.
Basic Marketing Research uses an Excel add-in software for data analysis, an integrated case, and experiential learning exercises to present a concise introduction to market research fundamentals. This text also provides students with resources they can use in their future careers.
The third edition provides an improved software package–XL Data Analyst™–and includes more information on qualitative research.
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