Essentials of marketing research
Type
Book
Authors
ISBN 13
9789814626347
Category
ENTREP
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Publication Year
2014
Publisher
McGraw-Hill Education, United States
Pages
xviii, 414 pages
Subject
General management
Tags
Abstract
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.
Description
Illustration ; Newsprint ; 26 cm
Includes bibliographic reference and index
Includes bibliographic reference and index
Number of Copies
3
