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Fundamentals of Marketing Research Author: Scott M. Smith

ISBN: 9780761988526 Format: Hardcover Number Of Pages: 896 Published: 16 September 2004 Country of Publication: US Dimensions (cm): 23.1 x 18.7 x 5.9 Description: This book covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and new horizons while assuring students have a thorough grasp of research fundamentals. It: contains a wealth of modern methods and techniques not found in competing texts; provides numerous illustrative cases at the end of each section; integrates international marketing research throughout instead of placing it in a separate chapter; has a full chapter devoted to the essential topic of online research.

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