Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects.
Product details
- Paperback | 416 pages
- 203 x 254 x 18mm | 705g
- 16 Jan 2010
- McGraw-Hill Education - Europe
- McGraw-Hill Professional
- New York, NY, United States
- English
- 2nd edition
- Illustrations
- 0073404829
- 9780073404820
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