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ISBN-10 0136027059ISBN-13 9780136027058
ISBN-10 0136027040ISBN-13 9780136027041
Author(s): Alvin C. Burns; Ronald F. Bush
Publisher: Prentice Hall
Copyright year: © 2010 Pages: 672

For undergraduate marketing research courses. The “nuts and bolts” of marketing research. Marketing Research gives students a “nuts and bolts” understanding of marketing research and provides them with extensive information on how to use it. Written at a level first-time marketing research students understand, this text provides the basic fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts. The sixth edition now includes new case ideas contributed from innovative professors, updated insight from industry professionals, and current information on how marketing research is being practiced today.