Marketing Research is a comprehensive textbook specially designed to meet the needs of management students. It combines the quantitative and qualitative aspects of marketing research, and addresses its utility for both the researcher and the end-user. The text provides in-depth coverage of the key elements of the subject: its theoretical foundations, techniques of planning and design, research methodology for the implementation of quantitative and qualitative techniques, presentation and interpretation of findings through ...

Marketing Research: Concepts, Practices and Cases 2006, Oxford University Press, USA, Oxford, England

ISBN-13: 9780195676969

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