Essentials of Marketing Research
- ISBN-10
- 0073404829
- ISBN-13
- 9780073404820
- Series
- Essentials of Marketing Research
- Category
- Business & Economics
- Language
- English
- Published
- 2009-11-25
- Publisher
- McGraw-Hill Education
- Authors
- Mary Wolfinbarger, David Ortinau, Robert Bush
Description
Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects.
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