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Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.
Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the
Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing
Marketing Research provides comprehensive information on both the quantitative methods used in marketing research and the many considerations a manager faces wh
Marketers now have the opportunity to invest in more data research and take advantage of social networking. The new 12th edition of "Marketing Research" shows m
Advanced Marketing Research is a companion volume to Richard Bagozzi's Principles of Marketing Research. It is intended for students on advanced marketing resea
