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Note for ebook customers: The design and layout of this book play a key role in conveying the author's message. When creating the ebooks, we've tried to keep the look and feel of the print edition, but this means that not all e-reading devices will support the…
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Marketing Research is a required course for all Marketing majors in both colleges and universities. Our second Canadian edition of Marketing Research Essentials is co-authored by full-time marketing researchers, therefore offering students insider views of the…

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For a company to embrace market research as a facilitator of change, it must be willing to take the approach that makes the most impact on its organization. That approach is the key in making a difference using market research. In this guide, author Anne Beall…

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Some companies gather and sell personal information to assist businesses in their marketing campaigns. It this American business at its finest, or simply a horrible invasion of our privacy? This shocking book will make readers think twice before writing their…
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Trend-Driven Innovation Beat accelerating customer expectations. Every business leader, entrepreneur, innovator, and marketer wants to know where customers are headed. The problem? The received wisdom on how to find out is wrong. In this startling new book, the…

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The revolution in big data has enabled a game-changing approach to marketing. The asynchronous and continuous collection of customer data carries rich signals about consumer preferences and consumption patterns. Use of this data can make marketing adaptive,…

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Marketing Research is a comprehensive textbook specially designed to meet the needs of management students. It combines both the quantitative and qualitative aspects of marketing research, and addresses its utility for both the researcher and the end user.

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The ability to research the market for a product or service is crucial for anyone who wants to advance their career. Written by Judy Bartkowiak, a leading expert on market research as both a coach and a practitioner, this book quickly teaches you the insider…
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For more than two decades, Winning at New Products has served as the bible for product developers everywhere. In this fully updated and expanded edition, Robert G. Cooper demonstrates why consistent product development is so vital to corporate growth and how to…
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Marketing Research Essentials gives students an industry perspective to the complexities and rapid developments of the marketing research world. Coauthored by a full-time marketing research professional, this book merges real-life, insider experiences from the…
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Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market…
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The tools you need to identify, obtain, record, and analyze data Sure, access to data is faster and easier to obtain than ever before, but how do you cut through the clutter of information to find what's most useful and organize it to suit your purposes?…