| Description |
xx, 527 pages : color illustrations ; 25 cm |
| Contents |
Introduction to marketing research -- Planning research -- Secondary data -- Primary data -- Sampling -- Questionnaires and topic guides -- Qualitative research -- Quantitative research -- Analysis -- Reporting and presentation -- Business-to-business research -- International research -- Audience and advertising research -- Social research -- Online research |
| Summary |
Balancing theoretical and practical elements of marketing research and showing students how to implement research themselves, this book covers the traditional principles and skills involved in marketing research, such as primary and secondary research, sampling, analysis, reporting and presentation |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing research.
|
| Genre/Form |
Lehrbuch
|
| LC no. |
2009046809 |
| ISBN |
9780199564347 paperback |
|
0199564345 paperback |
|
