Description
Marketing Research, Global Edition by Alvin Burns and Ann Veeck is a definitive textbook that explores the fundamental principles and advanced techniques of marketing research. This globally-focused edition addresses the unique challenges of conducting research across diverse markets and cultures.
The book covers essential topics including research design, data collection methods, sampling techniques, and statistical analysis. Students will learn how to develop research questions, design experiments, and interpret findings to drive business decisions. Real-world case studies and examples demonstrate practical applications across various industries.
With a focus on digital research methods and emerging technologies, this edition prepares readers for modern marketing challenges. The content balances theoretical foundations with hands-on guidance, making it suitable for both academic study and professional practice.
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