Marketing Research : A Practical Approach
Marketing Research : A Practical Approach
- ISBN 13:
9781412947978
- ISBN 10:
1412947979
- Format: Paperback
- Copyright: 05/06/2008
- Publisher: SAGE Publications Ltd
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Summary
Essential to any student of the discipline, this innovative new book offers a uniquely comprehensive and applied approach to both understanding and designing market research. Sensitively balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is a vastly accessible, useful, and insightful text. This is a valuable resource both for the novice researcher, and for those more familiar with the discipline. Drawing on many years of academic teaching experience, the author crafts a comprehensive and practical student text with an emphasis on both critical thinking and hands-on application. Providing several real life case studies - from the large corporation, through to the small business or the nonprofit organization - Marketing Research is packed with useful learning features such as key terms, definitions, and discussion topics. Offering comprehensive support from a companion website, this book is an indispensable guide to the varied domains of market research. Â