Marketing Research
Marketing Research
- ISBN 13:
9781119497585
- ISBN 10:
1119497582
- Edition: 13th
- Format: Paperback
- Copyright: 11/13/2018
- Publisher: Wiley
List Price $139.68 Save
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Summary
An emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they’ve learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-making skills, preparing students to recognize potential research applications, alternatives where they exist, and the quality of research at hand. By pulling together market intelligence, strategy, theory, and application, this text helps students build a deep understanding while retaining the big picture perspective.