Marketing Research, 5e equips students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model that is constantly reinforced throughout the text.\n\nUsing local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. For analysing data, the text covers both SPSS and Excel outputs. \n\nThis text is indispensable for students studying marketing research in any business or marketing course.\n\nPremium online teaching and learning tools are available on the MindTap platform.\nLearn more about the online tools cengage.com.au/mindtap
