Title: Marketing Research (9th Edition)
Author: Alvin C. Burns, Ronald F. Bush
Publisher: Pearson
Description: “Marketing Research” by Alvin C. Burns and Ronald F. Bush provides a comprehensive overview of marketing research principles and practices in its 9th edition. Covering essential topics such as research design, data collection methods, data analysis techniques, and interpretation of findings, this textbook equips students with the knowledge and skills necessary to conduct effective marketing research. Through clear explanations, real-world examples, and practical applications, students learn how to design research studies, collect and analyze data, and generate actionable insights to support marketing decision-making. The 9th edition incorporates the latest trends and developments in marketing research, including discussions on digital research methods, big data analytics, and ethical considerations. Whether students are new to marketing research or seeking advanced knowledge, “Marketing Research” serves as an indispensable resource for understanding and applying research methodologies in the field of marketing.