Basic Marketing Research (International ed of 8th revised ed)

Basic Marketing Research, 8e, International Edition is the best-selling introductory marketing research text because it is accessible to students while maintaining its level of coverage.

Basic Marketing Research, International Edition provides a framework for the choices and decisions that must be made by managers - an important aspect of marketing research - because decisions made in one stage of the process have consequences for other stages.

Managers and marketing researchers need to appreciate the interactions among the parts of the research process so they can have confidence in a particular research result.

This edition provides readers with an overview of the information gathering function from the perspective of the researchers who gather the information and the marketing managers who use it.