Marketing Research: A Comprehensive Guide by Alvin C. Burns and Ronald F. Bush
Marketing research is a vital component of any successful business strategy. It involves gathering and analyzing data to gain insights into consumer behavior, market trends, and competitive landscape. Alvin C. Burns and Ronald F. Bush are two renowned experts in the field of marketing research who have co-authored the comprehensive guidebook, Marketing Research.
About the Authors
Alvin C. Burns is a Professor of Marketing at Louisiana State University, where he teaches undergraduate and graduate courses in marketing research and marketing strategy. He has over 25 years of experience as a marketing educator and has published numerous articles and books, including the widely acclaimed Marketing Research: An Applied Orientation.
Ronald F. Bush is a Professor Emeritus at Ohio State University, where he has taught marketing research for over 30 years. He has also worked extensively in the industry, conducting research for companies such as Procter