Marketing Research: Methodological Foundations, 12th ed.

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Expect superior, balanced coverage of both qualitative and quantitative marketing research with this text from respected marketing authorities Dr. Dawn Iacobucci and Dr. Gilbert Churchill. Recognized as a classic authority for today's marketing research, this book ensures students develop a strong conceptual as well as practical understanding of marketing research as it is practiced today. The thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. New research activities and coverage of popular online survey tools used in business today provide practice with essential skills. With its proven applications, clear presentation, and variety of timely cases, this book serves as an exceptional learning tool for upper-level undergraduate and graduate students, and as an invaluable reference tool throughout their professional careers.