ISBN: 9788177227574    Publisher: Dreamtech Press Year of publishing: 2016     Format:  Paperback No of Pages: 660        Language: English

Based on the authors' collective teaching experience of over five decades, the book reinforces the importance and relevance of marketing research through continually reminding students of its applications in the real world. In the new edition of the book, the authors have further incorporated the impact of the Internet and the latest advances in information technology on doing and using marketing research. The coverage is aimed at benefiting both potential research users as well as those who wish to consider marketing research as a career. · Part 1: Introduction to Marketing Research · Part 2: Data Collection: Types and Methods · Part 3: Data Collection: Measurement Instruments and Sampling · Part 4: Data Analysis · Part 5: Communicating with Research Users
Read less