Essentials of Marketing Research
Essentials of Marketing Research
- ISBN 13:
9780073381022
- ISBN 10:
0073381020
- Edition: 1st
- Format: Paperback
- Copyright: 07/02/2007
- Publisher: McGraw-Hill/Irwin
- Newer Edition
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Summary
Essentials of Marketing Researchconcisely 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 Researchgives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.