Essentials of Marketing Research - Silver, Lawrence (Southeastern Oklahoma State University, USA) a Stevens, Robert E. (Southeastern Oklahoma State University, USA) a Wrenn, Bruce (Andrews University, USA) a Loudon, David L. (Samford University, USA)

Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. The Essentials of Marketing Research provides a comprehensive guide to students in designing, conducting and interpreting marketing research.