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Fundamentals of Marketing Research

Description:
Fundamentals of Marketing Research 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.

Condition: BRAND NEW
ISBN: 9780761988526
Author(s): Scott M. Smith
Format: Hardcover
Language: English
Year: 2004
Edition: 1st
Publisher: Sage Publications, Inc
Pages: 896

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