Marketing research : concepts, practices, and cases
"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. It provides in-depth coverage of the key el...
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| Formato: | Libro |
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New Delhi :
Oxford University Press,
c2006
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| Sumario: | "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. It 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 reports, and the use of marketing research techniques for developing and evaluating marketing strategies."--BOOK JACKET |
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| Descripción Física: | x, 605 p. : ill. ; 24cm |
| Bibliografía: | Includes references and index |
| ISBN: | 9780195676969 |