Description
This marketing research book presents the fundamentals of marketing research in an intuitive and easy-to-understand manner.
Burns and Bush have also focused on making this new edition the touchstone for anyone who wants to know about marketing research for today's digital world - a world where online marketing research methods have blossomed.
โข But how are online methods working with traditional techniques to enhance results?
โข How is the Internet making data collection easier, and what are the pitfalls involved?
The authors traveled the country to talk with marketing research experts about those very issues. As a result, the online research emphasis is seamless throughout the Fourth Edition, illustrated through countless applications and discussions and showing how real practitioners have used the Internet and new technologies. The authors recruited a Blue Ribbon Panel of industry experts to provide real world experiences and insights on online research throughout the text.
