Marketing Research 5th Edition

Marketing research can be a daunting subject if not taught correctly. The mere mention of inferential
statistics or statistical significance causes many students to close their minds and develop a mental
block towards the topic. This is largely because most texts spend too little time teaching students the
basic concepts before ploughing into the analysis of data and associated statistical formulas.
Marketing Research follows a simple layout that is easy to read with text that is written in
understandable, plain English. It will equip undergraduate marketing students with the skills
necessary to plan and conduct basic marketing research projects in an efficient and effective manner,
in a business world which demands more and more information on which to base decisions.